Market mavenism and consumer self‐confidence

The purpose of this study was to test hypothesized associations between market mavenism and consumer self-confidence (CSC). A survey of 190 US consumers provided the data. The results showed significant relationships between mavenism and several dimensions of CSC, and regression analysis emphasized the relationships with two of these: information acquisition (confidence in the ability to obtain and use marketplace information) and social outcomes decision making (confidence in obtaining positive reactions from others). These findings both enrich our knowledge of the psychology of market mavenism by suggesting some motivations for these behaviors and suggest marketing strategies can be fine-tuned to appeal more effectively to this important segment of consumers. Copyright © 2008 John Wiley & Sons, Ltd.

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