THE PRODUCT ENTHUSIAST:

IMPLICATIONS FOR MARKETING STRATEGY

PETER H . BLOCH

Product enthusiasts, increasingly prevalent in Amer-
ican society, represent significant marketplaceforces be-
cause of their high levels ofinformation seeking, opinion
leadership, and innovativeness. For marketers to best
serve these consumers, many commonly used marketing
strategies must be altered or adapted. In this article,
marketing mix elements serve as a framework to discuss
strategic issues relevant to this category of consumer.
In the past ten years researchers have repeated-
ly cautioned marketers that consumers generally
care very little about the products they buy and
use. In emphasizing low interest levels, however,
they have said little about marketing to consum-
ers who have exceptionally high product interest.
This is somewhat surprising since marketing man-
agers have long recognized product enthusiasts as
comprising a distinct and meaningful market seg-
ment. Indeed, brands such as Nikon, Corvette,
and Calvin Klein owe much of their prominence
to such individuals.
Not only has product enthusiasm attracted con-
siderable marketer attention, it is also becoming a
more visible phenomenon. For example, food
and cooking enthusiasts are predicted to spend
over $62 billion on gourmet foods and cooking
equipment by 1990. 41 T h e CBS Magazine Net-
work, publisher of Road & Track, Audio, and Amer-
ican Photographer, promotes its publications to
prospective advertisers with the headline, "How
to reach 7,000,000 buffs." T h e Herrington Com-
pany, a national mail order firm, has recently
begun publishing "The Enthusiasts' Catalog"
aimed at video and audio equipment aficionados.
Given the significance of product enthusiasm evi-
denced in these examples, it is surprising how lit-
tle is known about the nature of product enthusi-
asm itself.
A DEFINITION OF PRODUCT
ENTHUSIASM
T h e term enthusiasm is defined by Webster as
"strong excitement of feeling on behalf of a cause

Peter Bloch received his M.B.A. and Ph.D. degrees from the University of Texas at Austin, after working in advertising
sales and in the management advisory services division of a large CPA firm.
Dr. Bloch has taught at Portland State University in Oregon and is presently an assistant professor of marketing at Louisi-
ana State University. His research has focused on person-product relationships and he has published articles in the Journal
ofMarketing, Journal ofHealth Care Marketing, and Advances in Consumer Research. Dr. Bloch has served as a consultant to tele-
communication firms and health care organizations. Dr. Bloch currently writes a newsletter column on personal computers.

VOL. 3 NO. 3 SUMMER 1986 51

 THE JOURNAL OF CONSUMER MARKETING
or subject; ardent zeal or interest." Thus, enthusi-
asm can center on issues, activities, causes, indi-
viduals, or beliefs. More relevant to marketers,
however, many individuals today become enthu-
siastic about consumer products. Witness the
sports car enthusiast, the clothes "horse," and the
wine connoisseur.
PRODUCT ENTHUSIASM AND INVOLVEMENT THEORY
One way to consider product enthusiasm in re-
lation to consumer behavior concepts is in the
context of involvement theory. In this frame-
work, product enthusiasm refers to high levels of
product involvement that persist over time and
across situations. Product involvement has been de-
fined as an unobservable state reflecting the
amount of interest, arousal, or emotional attach-
ment a consumer has with a product. 2,4 It is impor-
tant to distinguish here between two separate in-
volvement forms often confused in the marketing
literature. 5,19,23,32 T h e first form, called Situational
Involvement (SI), reflects involvement that occurs
only in certain situations such as a purchase occa-
sion, whereas Enduring Involvement (EI) repre-
sents an ongoing concern that crosses situations.
SI and EI differ in several ways. Consumers
may be situationally involved with a product dur-
ing a purchase if there are sizeable risks associated
with mispurchase. Such risks typically stem from a
high price or the product's anticipated use in im-
portant social settings.32 For example, a consumer
may become situationally involved with dishwash-
ers when the product fails and a replacement is
needed. This involvement stems from the signifi-
cant financial consequences of mispurchase and
leads to relatively extensive information search
and careful evaluation of alternatives. Similarly, a
housewife may experience situational involve-
ment with the product class of frozen turkeys in
November because of the social risks associated
with providing a Thanksgiving feast. In both
cases, involvement is elicited by desires to maxi-
mize the purchase outcome because of the high
stakes involved. Once the purchase is completed
or the important usage situation passes, interest in
the product declines.
Consumers' enduring involvement with prod-
ucts has received less researcher attention. 3,38 This
ongoing involvement is independent of purchase
occasions and is motivated by the product's relat-
edness to the self a n d / o r the pleasure obtained
from ownership and use.2,19 For example, some
consumers maintain a strong general interest and
52
involvement in fashion clothing. T h e emphasis is
on the product itself and the satisfaction its usage
provides, rather than on purchase optimality.
Enduring product involvement represents a
continuum that ranges from total apathy to ex-
treme product enthusiasm. T h e point where en-
during involvement is high enough to become
product enthusiasm is unclear, however. Perhaps,
one could draw a demarcation at the point where
behaviors such as subscribing to product-related
magazines occur.
Product enthusiasm is both consumer-specific
and product-specific. 3 Certainly not all consumers
have high involvement with any one product.
Furthermore, for a given enthusiast, only one or
two product classes are likely to generate interest
and excitement. Over time the subject of an
enthusiast's involvement also may change. For ex-
ample, a particular consumer may have a tenden-
cy toward product enthusiasm but the products
may not be constant. Ten-speed bicycle interest
might be replaced with enthusiasm for stereo
equipment or tennis gear.
Consumers generally care very little
about the products they buy and use.
One additional point deserves mention here.
Product enthusiasm should not be confused with
mere heavy usage. Products such as aluminum
foil, memo pads, and a refrigerator, while used on
a daily basis, generate essentially no product in-
terest. A sailing enthusiast, on the other hand,
may get to use his boat less than once a month and
yet find sailboats and related products extremely
important and exciting.
ENTHUSIAST BEHAVIORS
Although product enthusiasm itself is an
unobservable state, it does produce observable
behavioral outcomes (see Figure 1). These behav-
iors include information search, opinion leader-
ship, innovativeness, and product nurturance or
care.
Information Search/Product Knowledge: Strong
product interest is likely to motivate active and
continuous product information search. 7,36 For
instance, the audiophile may subscribe to stereo
equipment magazines, visit electronics stores fre-
quently, and seek product information from
 THE PRODUCT ENTHUSIAST: IMPLICATIONS FOR MARKETING STRATEGY
those with similar interests. This ongoing infor-
mation hunger underlies the success of special-
interest magazines such as Byte, Road & Track, and
Gourmet. Enthusiasts tend to be vigilant, and, in
addition, sensitive to product- related informa-
tion that they are exposed to accidentally. 35 For
example, the car enthusiast is often quick to spot
new or unusual car models on the road that go un-
noticed by others less interested in the product
class.
Information seeking, whether through the
media, retail visits, or personal sources, results in
increased expertise, a common distinguishing fea-
ture of the enthusiast. This expertise aids product
selection and provides negotiating power in the
marketplace. In addition, product expertise
makes the enthusiast influential among other
consumers.
Opinion Leadership: There is a great deal of
overlap between the concepts of product enthusi-
asm and opinion leadership.1,36 One study examin-
ing this overlap found that opinion leaders are
distinguished by:
... unique involvement with market topics.
Compared to nonleaders in a particular area,
opinion leaders read more media about related
new consumer product developments; they
participate more often in related consumer ac-
tivities; and they derive greater satisfaction
from those activities.7
Researchers have long noted that consumers
frequently rely on opinion leaders for prepur-
chase information; only recently, however, has
the large extent of such reliance been noted.16,30
Because enthusiasts enjoy talking to others about
the source of their enthusiasm, they are readily
identifiable, and potential buyers seek them out
for needed product information rather than con-
ducting an extensive search themselves. One
could argue that the low level of prepurchase
search found in many studies is a reflection of con-
sumers' efficient consultations with enthusiasts
rather than of a lack of their motivation or
effort.28 Given that product enthusiasts are opin-
ion leaders for the relevant product class, their
importance to marketers is self-evident.
Innovativeness: Several studies have shown a pos-
itive relationship between product interest and
innovativeness. 12,38 This connection is not surpris-
ing because persons with strong product class in-
terest are likely to learn of an innovation soon
after it is introduced. Awareness of an innovation
is, of course, the minimum prerequisite for adop-
tion of the new product.
Product enthusiasm is both
consumer-specific and
product-specific.
Innovativeness, opinion leadership, and enthu-
siasm frequently cluster in one influential con-
sumer type, the change agent.1,20Change agents are
said to be important catalysts in the diffusion of
innovations. Product enthusiasm is not simply a
new term to describe innovators, however. If en-
thusiasm is centered on product classes in which
change and new product introduction are com-
mon (e.g., fashion clothing, software), then the
enthusiast is likely to be highly innovative because
of high awareness levels, desire for the latest tech-
nology, and high performance standards. In con-
trast, the antique furniture or classic car buff may
have enthusiasm without innovativeness.
Product Nurturance: Another, less studied, out-
53
 THE JOURNAL OF CONSUMER MARKETING
come of product enthusiasm is a set of behaviors
that have been called product nurturance.2 It in-
cludes activities designed to maintain, conserve,
or enhance a product. Examples are refinishing a
piece of furniture, storing a vintage wine in a
climate-controlled cellar, organizing a collection
of color slides, or fertilizing a room full of African
violets. It should be noted that nurturing behav-
iors not only augment product usage, but also
stimulate many purchases. The huge
aftermarkets in automobile polishes and record-
cleaning supplies are but two examples attesting
to this fact.
SOURCES OF PRODUCT ENTHUSIASM
Why are many people today highly involved
with consumer products? T h e most likely reason
is that the product or the involvement with the
product satisfies important needs.
T h e pleasure or satisfaction derived from prod-
uct usage and the self-expression derived from as-
sociation with the product are two sources of
product enthusiasm identified by researchers. 3,19
In the first case, involvement or enthusiasm re-
sults from the rewards inherent in owning or con-
suming the product. It is likely that wine connois-
seurs and yachtsmen arrive at their state of
enthusiasm at least partially via the sensory pleas-
ures perceived during product usage.
Involvement is elicited by desires to
maximize the purchase outcome
because of the h i g h stakes involved.
Product attachment may also result from prod-
uct rewards that contribute to self-expression or
enhancement. For example, if a consumer per-
forms well at tennis and satisfies an achievement
need, the consumer may develop an enthusiasm
for tennis equipment as well as for the game itself.
Similarly, getting a difficult BASIC program to
run successfully on a home computer may height-
en levels of involvement with computer equip-
ment. Thus, product enthusiasm might occur as a
conditioned response to the good feelings ob-
tained from achievement in the use of certain
products.
T h e role of enthusiast can also augment an indi-
vidual's feelings of uniqueness. 35 It is frequently
difficult in modern society to gain individual rec-
ognition, and being known as an expert or enthu-
siast for a particular product is one way to become
noticed and stimulate social contact. 16 For exam-
54
ple, being introduced at a party as a wine connois-
seur or avid antique collector can stimulate con-
versation, giving the enthusiast social attention
and even enhancing feelings of superiority. Here
the benefits are from enthusiasm itself rather
than from the product.
MARKETING STRATEGY AND
ENTHUSIASTS
It is unfortunate that much traditional market-
ing strategy appears unsuitable for enthusiasts, or
at least it needs considerable modification. T h e
enthusiast market has severe implications for the
marketing mix.
ENTHUSIAST-PRONE PRODUCT CATEGORIES
While enthusiasm can occur for nearly any sort
of good, certain product classes seem to generate
a disproportionate number of highly involved
consumers. Complex products and hedonic prod-
ucts are two such categories.
Complex Products: For most consumers, a high
level of product complexity is undesirable. Com-
plexity raises uncertainty and increases risks of
disappointing product performance after pur-
chase. Enthusiasts, however, may be attracted,
rather than repelled by product complexity. In
fact, product classes offering complexity and vari-
ety, such as personal computers, fashion clothing,
and stereo components, are among the most likely
to attract enthusiasts. 13 Such products offer op-
portunities for knowledge acquisition and dissem-
ination as well as for sensory stimulation. Since
product enthusiasm implies a strong, frequently
hobby-like interest in the product, more complex
products can hold the consumer's interest
longer.2,38
Marketers should also note that product com-
plexity can be introduced to relatively simple
products. Brand differences and preferences
thereby become more salient and the enthusiast
segment may find the product more attractive.
Audio cassette manufacturers, for example, have
successfully called attention to brand differences
and complexity in a product class that at first
glance appears quite homogeneous. Hedonic
Products: Another product characteristic that is as-
sociated with consumer enthusiasm is hedonic ap-
peal. That is, many products aimed at enthusiasts
are recreational or esthetic in nature (surfboards,
antique furniture, opera). 15 It is more difficult to
find enthusiasm for solely functional goods such
as air-conditioners, paper napkins, dishwashers,
or vacuum cleaners, which are rarely associated
 THE PRODUCT ENTHUSIAST: IMPLICATIONS FOR MARKETING STRATEGY
with pleasure or self-expression. While recrea-
tional or esthetic products are likely targets of en-
thusiasm, there are possible exceptions. Even rec-
reational products will not elicit high levels of
consumer involvement unless their usage is var-
ied, pleasurable, or stimulating.8,26 For example, a
tennis buff may be highly involved with nearly
every type of tennis gear except tennis balls be-
cause of the uniformity of the product across
brands and the extreme simplicity of the product.
A golfer, on the other hand, may strongly care
about and study different brands of golf balls be-
cause of perceived variances in core material, sur-
face composition, and dimple patterns. In sum,
products that have a recreational or esthetic com-
ponent and that also offer complexity are the
stongest candidates for product enthusiasm. Ex-
amples are stereo components, ballet, 35mm cam-
eras, pro football, antiques, athletic shoes, and
pleasure boats.
Product enthusiasm should not be
confused with mere heavy usage.
Although strictly functional products are rarely
the target of product enthusiasm, functionality it-
self does not preclude consumer involvement.
Personal computers, gourmet cookware, and au-
tomobiles have significant functional benefits yet
still attract large number of enthusiasts. T h e func-
tional attributes of these products may motivate
the initial purchase, but recreational appeal and
enthusiasm develop over time. T h e total absence
of hedonic appeal does render a product an un-
likely candidate for consumer enthusiasm,
however.
PRODUCT DECISIONS
Product Design: Complex product categories are
attractive to enthusiasts since they offer variety,
information, and stimulation. In addition, be-
cause product enthusiasts are well informed, com-
plex, high performance brands within a product
class might be expected to be most appealing to
the enthusiast. While product complexity can be
indicative of superior performance, complexity it-
self may be a more important characteristic, par-
ticularly in product classes such as compact disc
players or cameras, where performance is diffi-
cult to assess before the purchase. For enthusiasts,
complexity may be a surrogate indicator of quali-
ty much as price is for other consumers. Market-
ing managers should consider the significance of
the enthusiast segment for their brand and then
decide upon appropriate levels and indicators of
performance.
Strong product interest is likely to
motivate active and continuous
product information search.
T h e proposed relationship between product
complexity and enthusiasm may also render tradi-
tional theories of new product diffusion inappro-
priate for enthusiasts. Traditional theories posit a
negative relationship between product complexi-
ty and new product acceptance.10,31 It is generally
assumed that complex innovations puzzle the con-
sumer and forestall adoption. It might be a signifi-
cant mistake, however, to charge R&D depart-
ments with the task of designing the simplest new
products possible when the target market is pri-
marily comprised of enthusiasts, for whom the
complexity of an innovation may be at the heart
of its appeal. For example, in the past year the
largest selling video game for personal computers
is an aircraft flight simulator that entails dozens of
control functions and a thick manual of
operations. 18
Product Change and Technology: T o serve enthu-
siasts successfully, marketers must be prepared to
innovate and improve their products or risk loss
of market share. German running shoe manufac-
turers Adidas and Puma lost considerable share in
the mid-1970's when they failed to keep pace with
the technological advances offered by competing
firms. On the other hand, enthusiasts' willingness
to try a new brand if it promises superior per-
formance helped a small firm, New Balance,
move from obscurity to a strong competitive posi-
tion in the running shoe industry. [25,27] A well-
known brand name apparently does not offer the
same market share protection when targeting en-
thusiasts as it does when serving less involved con-
sumers. This is especially true because enthusi-
asts' advanced knowledge of products and their
attributes puts them in a particularly strong posi-
tion to spot technological advances in competing
products.
Product Line Decisions: T h e role of enthusiast-
oriented products within a firm's overall product
mix should also be considered. Assuming that
complexity is attractive to enthusiasts, one appro-
priate strategy would be first to introduce prod-
ucts in a relatively complex form to attract inno-
55
 THE JOURNAL OF CONSUMER MARKETING
vative enthusiasts, and then later to add simplified
versions for less involved buyers attracted by en-
thusiasts' opinion leadership. This type of strate-
gy takes advantage of natural technological prog-
ress and has been employed successfully in the
camera and home computer markets. Indeed,
firms catering to enthusiast markets may want to
have a line of lower-priced, simpler products re-
gardless of product life cycle stage, so consumers
who become more product involved can graduate
to new products within the company rather than
to competing brands.
Brand Name vs. Product Quality: In recent years
several authors have attempted to link brand loy-
alty with product involvement.23,39 Because brand
loyalty occurs for trivial as well as important prod-
ucts, this link has been somewhat elusive. T h e
marketer should consider the possibility that en-
thusiasts are indeed quite loyal, but to a standard
of performance rather than to a brand name.
While some enthusiasts are highly brand loyal, as
in the case of Corvette Club members, others may
switch freely among brands that offer comparable
product performance. 24 For example, the audio-
phile may purchase many different brands of
blank cassette tapes over time. It would be incor-
rect to say that this enthusiast is not loyal, howev-
er. Because of strong product interest, this buyer
is likely to be vigilant for the best performing tape
at a given time, regardless of manufacturer.
Brand loyalty is still possible among enthusiast
segments if specific performance standards be-
come synonymous with particular brands. There-
fore, manufacturers must not assume that brand
reputation is a substitute for quality or perform-
ance enhancements in the product itself.
PRICING DECISIONS
Price Setting: T h e key price issue pertaining to
enthusiasts is their degree of price sensitivity. T h e
marketer should beware of treating them in an
unsophisticated manner. On the surface, price
seems to be relatively unimportant to enthusiasts.
It is easy to assume that they are so highly in-
volved with a product class that price rarely stands
in the way of a desired purchase. Certainly many
devote substantial financial resources to their
hobby. This perspective is overly simplistic,
however.
In some instances enthusiast demand is indeed
price inelastic. First there are the enthusiast's in-
novative tendencies. Some buyers stand ready to
56
pay a high price because the product has high
present value to them, 21 the present value being
based on access to the latest product features and
possible self-enhancement resulting from the
scarcity of the product. 34 A stereo buff, for exam-
ple, may replace a turntable with a compact disc
player in order to have the utmost in sound quali-
ty and to impress others by owning a novel and
unusual item.
Consumers frequently rely on opinion
leaders for prepurchase information.
Given their strong product involvement, a
high-price market-skimming strategy for an inno-
vative product may prove appropriate for the en-
thusiast segment. Later, as the firm attempts to
reach other potential buyers, a less expensive,
simplified version of the item can be successfully
introduced. This strategy has long been practiced
by Polaroid with its instant cameras. 21 Price In-
creases: Enthusiasts also may be price insensitive in
the case of price hikes. Once a desired perform-
ance level is achieved through a particular brand
or set of brands, it is questionable whether price
increases will cause an enthusiast to accept lower
performance standards. In cases where perform-
ance gains are perceived as substantial at a con-
comitant price increase, the buff is often willing to
make the additional outlay. State-of-the-art run-
ning shoes now cost $80 to $120, compared with
$40 or less a few years ago; nevertheless the avid
running enthusiast has absorbed the price in-
crease to remain at the leading edge of
technology. 33 Price-Quality Perceptions: In some
cases enthusiasts are just as or even more price
sensitive than other consumers. A brand that pro-
vides desired performance at a competitive price
may prove to be very attractive to the enthusiast
segment. Their high levels of product knowledge
and access to special-interest media enable them
to evaluate product quality using relatively objec-
tive standards of comparison. Therefore, the tra-
ditional price-perceived quality relationship may
not be operative in the case of enthusiasts. For ex-
ample, many wine connoisseurs today focus their
attention on California wines rather than more
expensive European offerings. Only when a high
price reflects a superior product are enthusiasts
more likely to purchase premium-priced goods.
Price and the Creation ofNew Enthusiasts: Pricing
also plays a significant part in creating new enthu-
siasts in a product category. Obviously, the higher
 THE PRODUCT ENTHUSIAST: IMPLICATIONS FOR MARKETING STRATEGY
the initial outlay to become a product user, the
fewer the number of participating enthusiasts. 31
There are certainly fewer sailboat enthusiasts
than tennis or camera buffs. If a product is afford-
able and product usage proves especially enjoy-
able, enthusiasm can grow. Later, such enthusi-
asm elicits information seeking and increased
expertise. This expertise may in turn raise per-
formance demands and instigate the purchase of
a more advanced and expensive version of the
product. Simple power tools may be replaced by a
woodworking shop, the aluminum tennis racket
by a graphite model, and the video game machine
by a home computer. In determining price points
for new products, the marketer needs to consider
the possible progression of consumers' product
enthusiasm.
COMMUNICATIONS
Message Content: With respect to promotion,
firms marketing to enthusiasts are in an advanta-
geous position. Because product enthusiasts are
hungry for product information, 32 advertising
targeted at an enthusiast audience is more likely
to be attended to and can have higher informa-
tion content than that aimed at general
audiences. 40 Unlike most consumers, product en-
thusiasts will read and retain even lengthy adver-
tising copy if it pertains to the source of their
enthusiasm.
Media Choice: Given the enthusiast's attentive-
ness to product information, print media are obvi-
ous choices for advertising placement. In a pio-
neering work on the subject of involvement, print
media were portrayed as most appropriate for
high-involvement messages while television was
described as the proper medium for passive, low-
involvement learning. 22 Compared with broad-
cast media, print allows greater information con-
tent and more complex messages.
Change agents are said to be
important catalysts in the diffusion of
innovations.
Print media also provide precise targeting of
enthusiast audiences. T h e enthusiast's keen inter-
est in product news and the marketers' desire to
reach these influential consumers efficiently have
spawned numerous special-interest magazines tai-
lored- to hobbyists and enthusiasts. 11 These
product-focused publications have allowed mar-
keters effectively and selectively to reach enthusi-
asts with advertising. First, advertisements in en-
thusiast publications have a good chance of
achieving exposure among members of the highly
involved audience. T h e number and success of
such special-interest publications attest to their
appeal to product-involved consumers. Runners'
World magazine, for example, has grown from a
one-man operation into a multimillion-dollar
publishing enterprise because of the nationwide
growth in fitness enthusiasm. 29 Second, these
magazines tend to be narrowly focused in editori-
al content and associated product connections, al-
lowing pinpoint ad placement. In fact, some en-
thusiast publications are brand-specific (e.g.,
Chevy Action, PC World). Given their narrow focus,
such magazines are rarely seen by uninvolved
consumers. Therefore copywriters can assume
product interest is high and develop appropriate
messages.
Managers should note, however, that the edito-
rial content of these magazines is likely to be more
influential than the accompanying advertise-
ments.7,38 Therefore, marketers must make sure
that publicity about their products is ample and
favorable. Press releases concerning new models
should be made readily available to editors, and
necessary demonstration units should be provid-
ed for review. T h e timing of product information
release should be synchronized with the publica-
tion schedule of significant periodicals.
Enthusiast magazines also provide opportuni-
ties for direct mail advertising. 9 T h e availability of
subscriber lists make direct mail campaigns rela-
tively easy to target. T h e enthusiasts' strong prod-
uct interest should also make them likely to read
product-related mail.
Fostering New Enthusiasts with Promotion: Promo-
tional strategy can also generate product enthusi-
asm in the general population. Enthusiasts assist
the marketer through word-of-mouth activity
and innovativeness; therefore, creating and re-
taining enthusiasts can be a significant marketing
objective. T h e r e are ways in which marketers can
work toward this objective. For example, some
Chevrolet dealers sponsor Corvette clubs which
reinforce existing enthusiasts and provide a sup-
port group for sports car newcomers. Taking a
different approach, a camera store may institute a
photo contest to move amateur photographers
along the involvement continuum, possibly lead-
ing to purchases of additional photographic
57
 THE JOURNAL OF CONSUMER MARKETING
equipment. Such promotions can be undertaken
at the national as well as the local retail level.
One final point to consider in planning commu-
nications strategy is the multiplier effect of
enthusiast-targeted promotion. Because the en-
thusiast tends to be an opinion leader for the
product class of interest, enthusiast exposures can
multiply to influence many other consumers. 11
For example, a study by Car and Driver magazine
found that 78 percent of its readership gave auto-
motive advice an average of 19 times a year. 6
DISTRIBUTION
Retailing issues are critical because the enthusi-
ast typically makes contact with the products at
the retail level.
Retail Accessibility and Support: One of the oldest
theories relating distribution and product strate-
gies is the classification of goods. 17 Under this the-
ory, enthusiast products are clearly specialty
goods. For specialty goods, the consumer is as-
sumed to be willing to expend considerable effort
to obtain the product. Thus, distribution intensity
need not be great. T h e car enthusiast may be
quite amenable to driving across town to patro-
nize a special mechanic, and the fashion-conscious
person may shop in a nearby larger city to obtain
a greater variety of styles.
Unknowledgeable and obtrusive sales
clerks are sure to frustrate or alienate
the enthusiast shopper.
For the enthusiast, the type and level of retail
service may be more important than convenience
in determining patronage. It has been suggested
that one reason people shop is to mingle with oth-
ers knowledgeable about the products of
interest." Many retailers have acted on this prem-
ise by providing a congenial atmosphere for en-
thusiasts along with expert sales help. An example
is a hobby shop where radio control airplane buffs
can congregate and seek information from the
sales staff. T h e plant nursery staffed by experts
also proves exceptionally appealing to gardening
enthusiasts. Thus the retailer, as well as the prod-
ucts sold, can be appealing to the enthusiast, and
strong store loyalty is possible.
T h e likelihood of enthusiasts finding retailers
who have expert staffs may be low, however, espe-
cially in smaller urban areas. In general, retailers
attempting to serve enthusiasts should keep in
58
mind their goals in visiting a store. Beyond imme-
diate purchase needs, the enthusiast is there to
gain information through discussions with knowl-
edgeable staffers or by direct examination of the
products. In stores where salespeople have rela-
tively little product knowledge, it is perhaps wise
to leave the enthusiast relatively alone, focusing
instead on informative displays and supporting lit-
erature. In fact, unknowledgeable and obtrusive
sales clerks are sure to frustrate or alienate the en-
thusiast shopper.
Retail Setting and Browsing: Along with the quest
for information, the enthusiast sometimes visits a
store to achieve vicarious stimulation from con-
tact with products of interest, particularly when a
purchase is not currently possible.14 Therefore,
the easier it is for the enthusiast to have physical
contact with the items of interest, the more at-
tractive will be the retail setting. For example, a
music store, where a guitar enthusiast can exam-
ine instruments and play them without interfer-
ence from sales clerks may be very attractive.
When an enthusiast browses in a retail store but
does not buy, the merchant can become disgrun-
tled. After all, no money changes hands; the en-
thusiast merely takes up the retailer's time and re-
duces product accessibility to consumers who may
be more likely to purchase. However, the retailer
should be mindful of the possibility that this infor-
mation gathering will culminate in one or more
purchases at some later date. Given the
enthusiast's opinion leadership, these delayed
purchases often involve other persons and poten-
tially many dollars as each enthusiast may influ-
ence several other individuals.6,36 T h e product
enthusiast's propensity to browse may also make it
difficult for marketers to estimate demand for en-
thusiast goods. For example, a personal computer
enthusiast may visit several computer stores on a
regular basis to see the latest product class offer-
ings. Because enthusiasts' visits are often motivat-
ed more by information-seeking than purchase
needs, demand estimates based on product in-
quiries or store traffic may be misleading.
Mail Order Buying: Mail order catalogs and di-
rect marketing have become increasingly
popular. 9 Mail order firms with a national clien-
tele are able to provide benefits usually unavaila-
ble in local stores, such as more specialized items,
a wider assortment of goods, and access to the
newest offerings in a product class. In addition,
the knowledgeable enthusiast is more certain
 THE PRODUCT ENTHUSIAST: IMPLICATIONS FOR MARKETING STRATEGY
about the quality or appropriateness of choices
made via catalog than are most catalog
consumers.
T h e total absence of hedonic appeal
does render a product an unlikely
candidate for consumer enthusiasm.
T h e tendency of product enthusiasts to browse
in retail stores that sell the products of interest,
coupled with the growth of mail order merchants
targeting enthusiast segments, can cause conflicts,
however. Consider the case of an enthusiast who
gathers product information in a full-service re-
tail store but uses the information to make pur-
chases from mail order discounters. This situa-
tion creates a dilemma for manufacturers who
want to maintain the support of full-service out-
lets while still maximizing sales volume. Addition-
al research is necessary to determine whether the
enthusiasts' word-of-mouth activity benefiting re-
tailers offsets possible losses of sales or
productivity.
CONCLUSIONS
WHY CONSIDER THE ENTHUSIAST?
Product enthusiasm represents a force that is
important to marketers along several dimensions.
T h e first concerns enthusiasts' potential as a tar-
get market. Because enthusiasts are highly in-
volved with a product class, they are often heavy
buyers. Fashion-involved consumers, for exam-
ple, spend significantly more on clothing than do
the uninvolved. 38
Enthusiasts are also important because of their
innovativeness and opinion leadership. Com-
pared with the typical consumer, enthusiasts ea-
gerly search for product information and careful-
ly attend to product-related messages. Such
information gathering brings them into frequent
contact with new products and adds to their ap-
peal as opinion leaders. Thus, only a relatively few
enthusiasts may be needed to affect the adoption
of a new product. 30 Indeed, one term that has
been applied to enthusiasts is change agent. 1
HOW TO TARGET THE ENTHUSIAST
Targeting product enthusiasts requires signifi-
cant alterations to the marketing mix strategies
that are used to reach less involved consumers. In
the Product area, marketers should note that
goods characterized by frequent change, com-
plexity, fashionability, or recreational usage are
most likely to appeal to enthusiasts and that high
performance is more important than brand name
in attracting and retaining these consumers.
Therefore, small or less-well-known firms may
have considerable success in penetrating enthusi-
ast markets.
In Pricing, the marketer should be particularly
aware of variations in price sensitivity that may ac-
company enthusiasm. On one hand, enthusiasts
would seem to care more about product benefits
than about the associated costs. However, this
price insensitivity may be mitigated by a superior
ability to judge brands and less reliance on the
price-perceived quality relationship.
With respect to marketing Communications, en-
thusiasts provide a motivated audience, accessible
through product-oriented magazines. According-
ly, advertising copy should be informative and
avoid talking down to the audience. Where prod-
uct enthusiasm is linked to some activity, sponsor-
ship of that activity also may be an effective pro-
motional strategy. For example, Pennzoil reaches
numerous automobile enthusiasts and heavy
users of motor oil by sponsoring a racing team at
the Indianapolis 500.
It is unfortunate that much traditional
marketing strategy appears unsuitable
for enthusiasts.
In developing promotional strategy, marketers
should also provide for two-way communication
between the enthusiast and the marketer. By en-
couraging feedback from enthusiasts, the market-
er can prevent possible dissatisfaction from lead-
ing to negative opinion leadership. In addition,
knowledgeable enthusiasts may even provide ide-
as for new products or product modifications.
Retailing to the enthusiast segment calls for lim-
ited distribution intensity and knowledgeable
sales staffs. Keeping up-to-date merchandise on
the shelf is also important to attract these innova-
tive consumers. Where sales clerks lack product
expertise, the retailer should let the enthusiast
browse freely and gather information from dis-
plays or brochures. There are also ample oppor-
tunities for firms to reach this market segment
with catalogs and other forms of direct
marketing.
ENLARGING THE POOL OF PRODUCT ENTHUSIASM
Enthusiasm represents an important force in
the marketplace, and marketers can encourage it
59
 THE JOURNAL OF CONSUMER MARKETING

by making entry costs as low as possible, allowing
consumers to trade up to more sophisticated of-
ferings as performance standards increase. In ad-
dition, existing enthusiasts should be supported
so they can act as missionaries in the mass market.
One user of this strategy is Lotus Development, a
major supplier of microcomputer software, which
publishes a magazine aimed at avid computer
users and supports an online bulletin board serv-
ice where their customers and other computer
buffs can share ideas.
It is apparent that many Americans are turning
to consumer products for recreation, excitement,
and pleasure. These consumers are involved, well
informed, and demanding. Although there is con-
siderable opportunity for marketers who choose
to target these consumers, they must use sophisti-
cated strategies to obtain desired outcomes.

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