The Baby Boomer Market Maven in the United Kingdom: An Experienced Diffuser of Marketplace Information

Sudbury-Riley, L ORCID: 0000-0001-5097-3407 (2016) The Baby Boomer Market Maven in the United Kingdom: An Experienced Diffuser of Marketplace Information. Journal of Marketing Management, 32 (7-8). pp. 716-749.

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Abstract

This study identifies and profiles market mavens among the baby boomer generation in the UK. Boomers are an important market segment, yet most advertising targets younger audiences, making word-of-mouth communications crucial among this older cohort. Findings suggest boomer mavens place great importance on ‘respect’ values, are particularly concerned with fashion, and compared to non-mavens are more likely to try new brands, watch more television, hold positive attitudes towards advertising, and seek out bargains. The study is useful to those businesses wishing to target a mature consumer who people perceive as a good source of marketplace information and who likes introducing new brands to others.

Item Type:	Article
Uncontrolled Keywords:	Market maven, baby boomer, older consumers, ageing consumers, word-of-mouth
Depositing User:	Symplectic Admin
Date Deposited:	27 Jan 2016 08:52
Last Modified:	16 Dec 2022 06:51
DOI:	10.1080/0267257X.2015.1129985
Related URLs:	Author Publisher
URI:	https://livrepository.liverpool.ac.uk/id/eprint/2048900

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• The Baby Boomer Market Maven in the UK: An Experienced Diffuser of Marketplace Information. (deposited 15 Jan 2016 13:16)
  • The Baby Boomer Market Maven in the United Kingdom: An Experienced Diffuser of Marketplace Information. (deposited 27 Jan 2016 08:52) [Currently Displayed]