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    Causal recipes sufficient for identifying market gurus versus mavens

    Access Status
    Fulltext not available
    Authors
    Chung, M.
    Woodside, Arch
    Date
    2012
    Type
    Book Chapter
    
    Metadata
    Show full item record
    Citation
    Chung, M. and Woodside, A. 2012. Causal recipes sufficient for identifying market gurus versus mavens. In Fuzzy Methods for Customer Relationship Management and Marketing: Applications and Classifications, 312-331.
    Source Title
    Fuzzy Methods for Customer Relationship Management and Marketing: Applications and Classifications
    DOI
    10.4018/978-1-4666-0095-9.ch014
    ISBN
    9781466600959
    School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/53510
    Collection
    • Curtin Research Publications
    Abstract

    Prior research focusing on the market maven (MM) neglects to consider the possible existence of people who may represent an important source of marketplace information for MMs-the market guru (MG). A "market guru" is a consumer others frequently seek out for advice but who does not seek advice from others. In contrast to MG, a MM is a consumer who other consumers frequently ask for advice and who frequently seeks advice from others. This study raises the proposition that a greater share of MGs versus MMs are innovators, that is, individuals who rely on technical reports to become the first to adopt new products in her or his community. This study applies fuzzy-set qualitative comparative analysis (fs/QCA) to distinguish between MMs and MGs using multi-year data from a national U.S. omnibus survey. The findings support several propositions distinguishing MGs from MMs. MMs evaluate themselves as great influencers of consumers, highly sensitive to normative susceptibility, and possessing superior taste. However, MGs evaluate themselves exactly the opposite from MMs on these conditions. © 2012, IGI Global.

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