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

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Author Info
Puspa, Jofi
Kuehl, 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.

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Paper provided by European Association of Agricultural Economists in its series 99th Seminar, February 8-10, 2006, Bonn, Germany with number 7752.

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Date of creation: 2006
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Handle: RePEc:ags:eaae99:7752

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Keywords: Institutional and Behavioral Economics; Marketing;

References listed on IDEAS
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  1. Brucks, Merrie, 1985. " The Effects of Product Class Knowledge on Information Search Behavior," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 12(1), pages 1-16, June.
  2. Park, C Whan & Mothersbaugh, David L & Feick, Lawrence, 1994. " Consumer Knowledge Assessment," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 21(1), pages 71-82, June.
  3. Park, C Whan & Lessig, V Parker, 1981. " Familiarity and Its Impact on Consumer Decision Biases and Heuristics," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 8(2), pages 223-30, September.
  4. Rao, Akshay R & Sieben, Wanda A, 1992. " The Effect of Prior Knowledge on Price Acceptability and the Type of Information Examined," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 19(2), pages 256-70, September.
  5. Schurr, Paul H & Ozanne, Julie L, 1985. " Influence on Exchange Processes: Buyers' Preconceptions of a Seller's Trustworthiness and Bargaining Toughness," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 11(4), pages 939-53, March.
  6. Alba, Joseph W & Hutchinson, J Wesley, 1987. " Dimensions of Consumer Expertise," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 13(4), pages 411-54, March.
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