Effects of the dark triad on word of mouth in the luxury context: the moderating role of opinion divergence

Anders Hauge Wien (), Alessandro M. Peluso (), Marco Pichierri (), Luigi Piper () and Gianluigi Guido ()
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Anders Hauge Wien: UiT Arctic University of Norway
Alessandro M. Peluso: University of Salento
Marco Pichierri: University of Bari
Luigi Piper: University of Salento
Gianluigi Guido: University of Salento

Italian Journal of Marketing, 2024, vol. 2024, issue 3, No 3, 287-309

Abstract: Abstract The study examines the effects of the dark triad traits (i.e., psychopathy, narcissism, and Machiavellianism) on positive word-of-mouth (WOM) intention for luxury products, and the moderating role of others’ opinion divergence (i.e., whether or not a consumer’s opinion deviates from that of the reference group). An experiment with 208 respondents tested the research hypotheses, shedding light on the moderating role of others’ opinion divergence in the relationship between each of the three dark triad traits and positive WOM intention. Results showed that psychopathy is positively (negatively) related to positive WOM intention in the presence (absence) of others’ opinion divergence. Moreover, narcissism is positively related to positive WOM intention when others’ opinion divergence is absent. Finally, Machiavellianism is negatively related to positive WOM intention when others’ opinion divergence is present. These results extend current knowledge on the influence of the dark triad traits on positive WOM intention about luxury products, offering insights for segmentation and targeting strategies in the luxury market.

Keywords: Dark triad; Narcissism; Psychopathy; Machiavellianism; Word-of-mouth; Luxury products (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1007/s43039-023-00088-x

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