Information sources for thrift shopping: is there a "thrift maven"?

• Published in: The Journal of consumer marketing Vol. 22; no. 6; pp. 323 - 331
• Main Authors: Christiansen, Tim, Snepenger, David J.
• Format: Journal Article
• Language: English
• Published: Santa Barbara Emerald Group Publishing Limited 01.10.2005
• Subjects: Consumer behavior; Consumers; Cost reduction; Flea markets; Garage sales; Information retrieval; Information sources; Marketing; Marketing information; Personal information; Shopping; Studies; Thrift stores; United States of America; United States > US; Marketing information; Shopping; United States of America; Cost reduction
• ISSN: 0736-3761; 2052-1200
• DOI: 10.1108/07363760510623911

Purpose - Thrift shopping (the buying of previously owned products) provides products and shopping pleasure for consumers of all economic levels, however, little is known about how information regarding thrift shopping is acquired by consumers. This research aims to investigate whether there may be a "thrift maven," someone who could and does transmit information about the thrift market to other individuals.Design methodology approach - A scale was developed from previous research to identify thrift mavens. Data were collected via survey to see if the scale could be used to segment the market and to assess differences in the mavens' demographics and shopping patterns.Findings - The study found the scale valid and useful. Thrift mavens were found to have lower household incomes, but were as likely to be male as female. This finding was surprising since thrift shopping is a more difficult method of acquiring products, and males in the USA are notable for their dislike of the task of shopping. The study also found that thrift mavens both shop and purchase from thrift outlets more frequently than non-mavens.Research limitations implications - This was a single study in a single setting. Future research should examine whether this type of individual exists across a range of living conditions (e.g. rural, urban settings) as well as examining such areas as the type of behaviors mavens may engage in to assist fellow thrift shoppers.Originality value - The value of this paper is in identifying a segment of consumers who may be key informants for other consumers interested in thrift shopping. Thrift outlets typically have a limited promotional budget, at best, and thrift mavens would be a key resource to identify and encourage to shop at the outlet in order to pass on information.