Document Type: Original Research Paper

Authors

Department of Business Management, School of Management and Economics, Science and Research Branch, Islamic Azad University (IAU), Tehran, Iran.

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 indepth 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 research aimed at further delineating the relationship shared between these two constructs( market mavenism and psychological traits).

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