Toward the Understanding of Religious Orientation and Market Mavenism: Establishing a Correlation Relationship

Abstract

This study argues that religious orientation may have a firm association with market mavenism. A positive association between religious orientation (Intrinsic & Extrinsic) and a market maven was hypothesized. A revision religious Scale of the Worldwide- I-E (Gorsuch & McPherson, 1989) was used to measure the variables of religiosity, and Feick and Price’s (1987) 6-item scale was used to measure the extent of market mavenism. The Pearson product moment coefficient of correlation was calculated to assess the relationship between religiosity and being a market maven. The results revealed a significant positive relationship between intrinsic religious orientation and being a market maven. Results attested that there is a significant relationship between extrinsic religious orientation with positive direction (social and personal) and being a market maven. The main contribution of this study is that, to the best of the writer's understanding, this is the first study to explore the relationship between religiosity and market maven.