Influence of Marketing Mavens on Consumer Switching: Role of Personality

Abstract

The aim of this paper is to relate the concept of Marketing Mavens with consumer switching. The Paper examines the influence of different personality factors based on different categories of Market Mavens on customer switching. Our research investigate the role Personality of Market Maven considering fivefactor model comprised of five personality dimensions (OCEAN), and Myer Briggs Type indicator (MBTI). MBTI, also known as four opposite pairs or dichotomies of personality dimensions, being one and other OCEAN, in our research are studied using different levels Involvement (High, Low) of consumer and Value of offering (High End/ Low End) associated with Consumer Switching. A Marketing Maven’s influence on a consumer will differ according to their personality with level of a consumer’s involvement and type of a product being offered based on its value. For Example, we suggest that Marketing Mavens who are having too much of information will tend to be perspective and not Judgmental. Similarly, for low end/low involvement products maven will be more of Sensing and Thinking Personality trait, but for high end products he will tend to be Intuitive and feeling and hence will influence Switching accordingly.