Christopher J. Carpenter, T. Levine, Kim B. Serota, Tony Docan-Morgan
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Abstract
ABSTRACT A survey was conducted (N = 632) to determine which of the Big Five personality traits tended to be related to each of the three traits specified in the superdiffuser model of diffusion and influence (connector, persuader, maven). The purpose of the study was to better understand the traits that form the core of the superdiffuser model of opinion leadership and to inform methods of recruiting superdiffusers for behavior change campaigns. The connector and persuader measures were both associated with extraversion, as predicted. Persuader scores were somewhat negatively associated with agreeableness and positively with openness. Six types of mavenness were tested and found to vary substantially in their associations with Big Five personality traits. Clothing mavenness was positively associated with neuroticism whereas sports mavenness was negatively associated. These results suggest that mavenness for one topic may exist in a different nomological network than mavenness for another.
期刊介绍：
Accounts of Chemical Research presents short, concise and critical articles offering easy-to-read overviews of basic research and applications in all areas of chemistry and biochemistry. These short reviews focus on research from the author’s own laboratory and are designed to teach the reader about a research project. In addition, Accounts of Chemical Research publishes commentaries that give an informed opinion on a current research problem. Special Issues online are devoted to a single topic of unusual activity and significance.
Accounts of Chemical Research replaces the traditional article abstract with an article "Conspectus." These entries synopsize the research affording the reader a closer look at the content and significance of an article. Through this provision of a more detailed description of the article contents, the Conspectus enhances the article's discoverability by search engines and the exposure for the research.
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