Market Mavenism and Consumer Behavior Dynamics
Summary
Market mavenism describes a segment of consumers distinguished by their extensive marketplace knowledge and eagerness to share information with others. These individuals act as hubs in social and digital networks, influencing purchase decisions, brand adoption and the diffusion of innovation. Consumer behaviour dynamics refers to the evolving processes through which buyers seek, process and disseminate information, shaped by social influence, technological platforms and personal motivations. Research has shown that market mavens not only drive word-of-mouth but also moderate how new products gain traction, with their impact visible across demographic groups and sectors such as health, retail and technology. By integrating insights from social psychology and marketing science, scholars have explored how intrinsic factors (such as altruism and personal expertise) and extrinsic incentives (such as recognition and rewards) interact with broader frameworks—like models of consumer intention—to govern information-sharing behaviour. Practical applications span targeted marketing strategies, community engagement programmes and the design of digital platforms that harness maven networks for more effective customer outreach and sustainable consumption initiatives.
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Market Mavenism and Consumer Behavior Dynamics publication trend
The graph below shows the total number of articles in market mavenism and consumer behavior dynamics across all publications each year (not limited to Nature Index journals).
Technical terms
Market maven: A consumer with comprehensive knowledge of products and services who actively shares marketplace information with peers.
Health e-maven: A specialised market maven focused on seeking and transmitting medical or wellness information in online environments.
Intrinsic motivation: Internal drive stemming from personal interest or enjoyment of an activity, rather than external rewards.
Extrinsic motivation: Behaviour driven by external rewards or social recognition rather than inherent satisfaction.
Theory of planned behaviour: A behavioural framework positing that attitudes, subjective norms and perceived control predict intentions and actions.
References
- Current Status of Market Mavens Research: A Literature Review. Emerging Science Journal (2022).
- Effect of intrinsic and extrinsic motivations on cyber-market mavenism: Their role in information-sharing behavior. Innovative Marketing (2022).
- Health e‐mavens: identifying active online health information users. Health Expectations (2015).
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