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Building Consumer's Trust through Persuasive Interpersonal Communication in a Saturated Market: The Role of Market Mavens

Author

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  • Puspa, Jofi
  • Kuhl, Rainer

Abstract

This study has aims i.e. (1) to investigate the role of inherent personal knowledge in affecting trust, (2) to investigate whether mavens play a role in improving recipient's knowledge level and trust. We have conducted a study, which involved a total of 134 students as respondents. Correlation between subjective knowledge and trust achieved a medium level, while objective knowledge related to trust at a very low level. Trust in the low-maven-group is the lowest in comparison with the medium- and high- mavens. This study indicates that there are different results in terms of effects of information provided by three different maven groups.

Suggested Citation

  • Puspa, Jofi & Kuhl, Rainer, 2006. "Building Consumer's Trust through Persuasive Interpersonal Communication in a Saturated Market: The Role of Market Mavens," 99th Seminar, February 8-10, 2006, Bonn, Germany 7752, European Association of Agricultural Economists.
    • Handle: RePEc:ags:eaae99:7752
    DOI: 10.22004/ag.econ.7752
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    References listed on IDEAS

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