Effects of Big Five personality traits and market mavenship on consumers' intention to spread word-of-mouth in the art context

Abstract

PurposeThis study investigates the transmission of art-related aspects (i.e. art products or services and people's experiences at museums) via word-of-mouth (WOM) from a personality perspective. Specifically, the study explores the effects of the Big Five personality traits (based on the five-factor model) and market mavenship (i.e. the propensity to provide general marketplace and shopping information) on intention to spread WOM in the art context.Design/methodology/approachData were gathered through two field surveys, conducted via a structured questionnaire and analyzed using multiple regression analysis.FindingsResults indicate that extraversion is the only Big Five personality trait that increases WOM intention (e.g. by talking to others about a visit to a museum). Market mavenship also increases such an intention (e.g. by talking to others about art services).Practical implicationsThe study's findings could motivate arts managers to formulate and/or refine segmentation strategies around their consumers' personality traits, since these variables may differently motivate them to spread art-related WOM. The findings may also help companies and institutions operating in the art industry to design communication strategies oriented around their consumers' personality type to appropriately connect with different groups of customers based on their innate human drives.Originality/valueThis is the first study to assess the effects of Big Five personality traits and market mavenship on WOM intention in the art context, thus expanding scholarly understanding of psychological drivers behind arts-related WOM.

Personality traits and conflict management styles: building the relationship through leadership effectiveness

“…In other words, both married and unmarried individuals manage their conflicts differently. Categorically, there are positive associations between AGS, AVG and ITG style but negatively associated with DOG style (Rezaei et al, 2019;Chieffi et al, 2022). The study of Bara nczuk (2019) reports AGS as the significant predictor of COG and non-momentous analysis of control.…”

“…CNS is famous for the intellectual personality dimension (Rezaei et al, 2019;Chieffi et al, 2022). A great extent of CNS among individuals shows more inclination toward selfmotivation, achievement and task orientation (Barrick and Mount, 2005).…”

“…OPS leads to a straightforward and confrontational attitude toward conflict and resolves conflict (Rezaei et al, 2019;Chieffi et al, 2022). Individuals with a high level in OPS tend to have a modest social value orientation and are inclined to use a direct tactic while undertaking conflicts.…”

“…Categorically, there are positive associations between AGS, AVG and ITG style but negatively associated with DOG style (Rezaei et al. , 2019; Chieffi et al. , 2022).…”

“…CNS is famous for the intellectual personality dimension (Rezaei et al. , 2019; Chieffi et al. , 2022).…”