"Hi, My Name is Pat and I Am Both an Extravert and a Market Maven”: an Update and Extension of Research on Market Mavenism and the Big Five Personality Scale
Marketing Research/ Demographics/ Consumer Behavior
Market mavenism has long been an important topic in consumer behavior owing to the key role market mavens play in the marketplace. A growing body of research describes many of the demographic, psychological, and behavioral characteristics of market mavens, making them one of the most studied consumer segments. Surprisingly, only a few studies examine the relationships between market mavenism and the Big Five personality theory. The present study uses data from 347 adult U.S. consumers to examine relationships between the Big Five traits and market mavenism. The findings reveal moderate positive associations of mavenism with openness to experience, extraversion, and agreeableness; a weaker positive association with conscientiousness; and a weak negative association with neuroticism.
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Goldsmith, Ronald E. and Flynn, Leisa R., ""Hi, My Name is Pat and I Am Both an Extravert and a Market Maven”: an Update and Extension of Research on Market Mavenism and the Big Five Personality Scale" (2015). Association of Marketing Theory and Practice Proceedings 2015. 24.