Personality Characteristics of Market Mavens

A number of papers have been published investigating the demographic, motivational and psychological characteristics of the maven, but none have attempted an in-depth investigation of their personality traits. This paper tests the relationships between the characteristics of market mavens with Extraversion-Introversion and four personality orientations or traits that have been developed recently. The findings suggest that it is possible to anchor the construct of market mavens within a broader personality theory. The research found strong relationships between market mavens, physical/sensing personality orientation and extraversion.


Vito Brancaleone and John Gountas (2007) ,"Personality Characteristics of Market Mavens", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 522-527.


Vito Brancaleone, La Trobe University, Australia
John Gountas, La Trobe University, Australia


NA - Advances in Consumer Research Volume 34 | 2007

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