New rules of social media shopping: Personality differences of U.S. Gen Z versus Gen X market mavens

This study compares differences in market mavenism between two generations: the young adult portion of Gen Z, born from approximately 1997 through 2012, to their Gen X parents, born from 1965 through 1980, using a field study of traits, shopping habits, and social media behaviors. Building on generational cohort theory, we conducted paired comparisons across generations and in mavens versus non‐mavens. We found differences between mavens and...