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Market value is based on what others have been prepared to pay for a similar property, under the same market conditions after reasonable marketing exposure. Market value is a fair price for both buyer and seller. It is what is called an "arms length" deal, and that means that there were no influences other than the market influencing the deal. You may of course pay more than established market value if your desire for the property warrants it. Conversely, you should not expect to pay less than established market value unless the property is being sold under duress.

Selecting a Sales Associate Sales Associate Function
Working with a Sales Associate Buyers Contribution
Establishing a Market Value Qualifying for your Mortgage
Checklist After Buying a Home