In a recent BigThink article, Market Mavens: A Two Step Flow of Influence On Energy Choices, Matthew C. Nisbet reports "A major finding from social science research is that individual behavior choices are often shaped by perceptions of what other people are doing, especially our peers and other trusted individuals. A key agent in this process are what researchers call opinion-leaders, special individuals across communities and social groups that can serve as vital go-betweens and information brokers, passing on messages about energy conservation that speak directly to their otherwise inattentive peers, co-workers, and friends. In this “two step-flow of information,” opinion-leaders do not necessarily hold formal positions of power or prestige in communities, but rather serve as the connective communication tissue that alerted their peers to what mattered among political events, social issues, and consumer choices."Nisbet goes on to explain how he and a student published a paper (PDF) last year which describes how "opinion-leaders can be used in both climate change and energy conservation campaigns. Here’s part of what they wrote relevant to opinion-leader campaigns targeting consumer decisions; highlighting past research from the field of consumer behavior on the role of “market mavens” as opinion-leaders:
….previous research has identified “market mavens” as holding expertise and influence in broader marketplace-related information rather than just a type or class of consumer good. Market mavens are enthusiastic advice givers, with studies showing that mavens do not have to be early users or purchasers of a product to pass-on information. In lieu of personal product use, a market maven’s expertise derives from closer attention to magazines and consumer-focused Web sites. They also exhibit greater participation in activities such as using coupons, recreational shopping, reading advertisements, responding to direct mail, and providing retailers with personal information (Feick and Price, 1987; Walsh, Gwinner, & Swanson, 2004). In surveys, market mavens are identified using a six item scale first developed by Feick and Price (1987) [We include these measures in the appendix to the paper].
Market mavens can be valuable targets in …. campaigns promoting new energy-efficient products or consumer technology. Applied to these campaigns, Clark and Goldsmith (2005) recommend appealing to several identified personality attributes of market mavens including status and perceived uniqueness. Yet they also warn that market mavens do not want to purchase products that place them “too far outside” of perceived norms. The implication is that campaign messages and advertising should emphasize the “different but still socially acceptable” nature of a product, focusing on its newness and status-enhancing attributes.
An example relevant to [energy conservation] is the marketing success of Toyota’s Prius. In focus groups, prospective hybrid buyers say they believe that driving a distinctively-shaped Prius sends a conspicuous signal about values, a message that respondents expect to generate acclaim from peers. As auto manufacturers continue to introduce hybrid versions of their traditional models, they are now careful to let “buyers broadcast their earth-friendliness” by way of three-inch hybrid labels, and/or unique grille, wheels, or tail lights (Brand Neutral, 2006; Kerwin, 2003; Schneider, 2004).
In general, mavens talk significantly more about campaigns and sales at stores, and pay closer attention to advertising and special offers (Higie, Feick, & Price, 1987). Research also shows that market mavens are motivated psychologically by a sense of duty to pass on product information; by a sense of pleasure they derive from doing so; and by a desire to appear as a “competent helper” to friends and peers…
…this research suggests that advertising to mavens should emphasize appeals such as “Now that you know how [insert energy saving product] work, you have a duty to tell others.” Additionally, stores should make it easy for mavens to enjoy spreading the word about sustainable products, adding social media features to a campaign and creating rewards such as “bonus points” when mavens get others to purchase a product (Walsh, Gwinner, & Swanson, 2004). Overall, market-mavens hold important implications for big-box store chains such as Wal-Mart that have set “green” campaign goals that include selling fluorescent light bulbs and other energy-saving products. In reaching mass consumers, market-mavens are likely to be the central go-betweens for these stores.Why does Nesbit and other Climategate enthusiasts feel such an urgency to brainwash the world into believing that "we" are causing the world to be unsafe? Nesbit makes clear in his article that the real aim is to enrich the corporations selling the "global warming myth"-"In reaching mass consumers, market-mavens are likely to be the central go-betweens for these stores." Quite frankly, there is much money to be made pushing their agenda. Why do you think Al Gore became such an "expert" over night? Is it possible that he was given his "new role" as Climategate Czar as compensation for conceding the Presidency to Bush-Interesting timing-huh?
As the Climategate Propagandists continue to promote their fallacious arguments to the world, I can only hope that the people of the world will not "BUY" the lie or any of the products they are selling.
It is time to Wake Up! You too, can join the "Global Political Awakening"!
