Personality Correlates of Opinion Leadership and Innovative Buying Behavior

Thomas S. Robertson · James H. Myers

159 citations0/0 files storedJournal of Marketing Research

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Personality Traits and Psychology Consumer Behavior and Marketing Influence Consumer Behavior and Market Dynamics

Abstract

Relationship of standardized personality variables to opinion leadership and innovativeness is assessed using the California Psychological Inventory. In general, correlation and regression analysis reveals weak relationships and low predictive ability, although this varies by product category. Marketers trying to reach innovative or influential individuals will find little help in identifying these people by basic personality variables.

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2019Diffusion of Innovations 1 1963Diffusion of Innovations 2007PERSPECTIVES IN CONSUMER BEHAVIOR 1968Personality Variables and the Consumer Decision Process 1959Psychological and Objective Factors in The Prediction of Brand Choice Ford Versus Chevrolet 1962Psychological Factors in Predicting Product Choice 1961Personality and product use.

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1971Personality and Innovation Proneness 1997CEO Characteristics And Technological Innovativeness: A Canadian Perspective 1983The Adoption and Diffusion of New Industrial Products: A Literature Review 1980Diffusion of Innovation and Opinion Leadership 2016Determinants of Leadership Style in Big Five Personality Dimensions 2003Measuring innovativeness for the adoption of industrial products 1988Determinants of Innovative Durables Adoption 1998

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