Abstract:
Personality research has approached a salient consensus step due to widespread use of individual differences, converging on five big model factors with marketing concept. This paper clarifies a market mavenism psychology concept and relates market mavens with big five factor model. Market Mavens are consumer which have tendency to become especially involved in the marketplace. The purpose of this research is to contribute to identify prominent personality traits of market maven through big five model and attempts an in- depth investigation to provide guidance for manager so that they can more effectively appeal to consumers who possess this tendency. 146 questionnaires were distributed and have analyzed. Multiple linear regression is used to analyze the effects of five big model traits on market mavens dependent variable. As a result, Extraversion and Openness and Conscientiousness are the three significant characteristic which highlights in their personality traits.Theoretically, these findings enrich the knowledge of the psychology of market mavens by suggesting important factors of their personality from big five perspective. Our finding provide the impetus for additional researchaimed at further delineating the relationship shared between these two constructs( market mavenism andpsychological traits)
Machine summary:
The purpose of this research is to contribute to identify prominent personality traits of market maven through big five model and attempts an in- depth investigation to provide guidance for manager so that they can more effectively appeal to consumers who possess this tendency.
Theoretically, these findings enrich the knowledge of the psychology of market mavens by suggesting important factors of their personality from big five perspective.
Many studies has undertaken to explain demographical terms or market maven or describing aspects of their behavior, little research (particularly empirical) has been devoted to uncover psychological characteristics and personality traits.
Hence, this research is intended to further clarify the concept of market maven and attempts an in-depth investigation of their personality traits and to provide guidance to managers so that they can more effectively appeal to consumers who possess this tendency.
In 1934, Thurstone suggested that there are five independent common factors underlying personality, a notion further supported by Fiske (1949), Tupes and Christal (1961) and a host of other researchers (Costa and McCrae, 1985; Goldberg, 1992; Wiggins, 1996; John, 1999).
Although the first attempts to understand and predict consumer behavior through the use of personality variables have yielded disappointing results (Kassarjian, 1971), there has recently been a growing interest in personality influences in consumer and market research (Mowen, 2000; Egan and Taylor, 2010; Lin, 2010).
A significant contribution of this research is in identifying three important consumer personality traits from big five model to market mavenism.