of South Africa. In this preliminary test, a selfadministered survey technique using a conveniently selected sample of female consumers was applied, yielding 158 usable responses. The results of the descriptive statistics revealed a mean score ranking above 4.0, thereby signalling agreeability among the respondents. Initial exploratory factor analysis steered the extraction of two personal factors (consumer innovativeness and physical vanity) and two social context factors (subjective norms and social self-image) that are salient towards calibrating the efficacy of the female market maven. Cronbach’s alpha coefficient values greater than 0.70 ascertained data quality, whereas the positive correlation coefficient values, significant at p less than 0.05, depicted linearity of relationships among the variables. These maiden findings suggest that it is possible to anchor the construct of market mavenism within a broader behavioural science theory. Therefore, it is recommended that marketing managers capitalise on the contribution of market mavens as auxiliary dispensers of new product information.