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Inside the Minds of the Trendsetters

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Social psychologists and consumer behaviourists have found that a small group of consumers are more “knowledgeable” than the majority of consumers. Known as “market mavens”, this group comprises 10–15% of the general population.

By John Gountas and Joseph Ciorciari

Brain scans have revealed which personality types are the most influential in the widespread adoption of new trends and technologies.

Dr John Gountas researches consumer behaviour at La Trobe University’s Faculty of Law and Management. Dr Joseph Ciorciari is a cognitive neuroscientist at Swinburne University’s Brain Sciences Institute.

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