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Personality Correlates of Opinion Leadership and Innovative Buying Behavior

Personality Correlates of Opinion Leadership and Innovative Buying Behavior 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Marketing Research SAGE

Personality Correlates of Opinion Leadership and Innovative Buying Behavior

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References (17)

Publisher
SAGE
Copyright
© 1969 American Marketing Association
ISSN
0022-2437
eISSN
1547-7193
DOI
10.1177/002224376900600204
Publisher site
See Article on Publisher Site

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.

Journal

Journal of Marketing ResearchSAGE

Published: May 1, 1969

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