Download This PaperMarket Mavens: Model Building for Measuring Consumer Expert Knowledge
Marketing Management Association, MBAA Conference, Chicago, March 2010
6 Pages Posted: 7 Jul 2010
Date Written: March 16, 2010
Abstract
It has proven difficult to define the concept of market mavens in a non-circular and meaningful manner. By contrast to behavioral models, it is here re-conceptualized as essentially relying on expert knowledge. The model builds on special skills in comprehension and makes self-reflectiveness in consumer knowledge the key defining criterion.
Keywords: Market mavens, experts, consumer knowledge
JEL Classification: M31
Suggested Citation: Suggested Citation
Grassl, Wolfgang and Harris, James E., Market Mavens: Model Building for Measuring Consumer Expert Knowledge (March 16, 2010). Marketing Management Association, MBAA Conference, Chicago, March 2010, Available at SSRN: https://ssrn.com/abstract=1634929
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