The Role of Psychological Traits in Market Mavensim Using Big Five Model
محورهای موضوعی : General Management
Hossein Vazifehdoost
1
(Department of Business Management, School of Management and Economics, Science and Research Branch, Islamic Azad University (IAU), Tehran, Iran.)
Mahsa Akbari
2
(Department of Business Management, School of Management and Economics, Science and Research Branch, Islamic Azad University (IAU), Tehran, Iran.)
Parvaneh Charsted
3
(Department of Business Management, School of Management and Economics, Science and Research Branch, Islamic Azad University (IAU), Tehran, Iran.)
کلید واژه: Personality trait, Market mavenism, Big five model,
چکیده مقاله :
Personality research has approached a salient consensus step due to widespread use of individualdifferences, converging on five big model factors with marketing concept. This paper clarifies a marketmavenism psychology concept and relates market mavens with big five factor model. Market Mavens areconsumer which have tendency to become especially involved in the marketplace. The purpose of this research isto contribute to identify prominent personality traits of market maven through big five model and attempts an indepthinvestigation to provide guidance for manager so that they can more effectively appeal to consumers whopossess this tendency. 146 questionnaires were distributed and have analyzed. Multiple linear regression is usedto analyze the effects of five big model traits on market mavens dependent variable. As a result, Extraversion andOpenness and Conscientiousness are the three significant characteristic which highlights in their personalitytraits. Theoretically, these findings enrich the knowledge of the psychology of market mavens by suggesting importantfactors 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).
