论文信息 - 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.

James H. Myers | Thomas S. Robertson | T. S. Robertson | J. H. Myers

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