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dc.contributor.authorWien, Anders Hauge
dc.contributor.authorPeluso, Alessandro
dc.contributor.authorPichierri, Marco
dc.contributor.authorPiper, Luigi
dc.contributor.authorGuido, Gianluigi
dc.date.accessioned2024-09-11T07:26:29Z
dc.date.available2024-09-11T07:26:29Z
dc.date.issued2023-12-12
dc.description.abstractThe 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.en_US
dc.identifier.citationWien AH, Peluso A, Pichierri, Piper, Guido. Effects of the dark triad on word of mouth in the luxury context: the moderating role of opinion divergence. Italian Journal of Marketing. 2024;September(3):287-309en_US
dc.identifier.cristinIDFRIDAID 2266930
dc.identifier.doi10.1007/s43039-023-00088-x
dc.identifier.issn2662-3323
dc.identifier.issn2662-3331
dc.identifier.urihttps://hdl.handle.net/10037/34674
dc.language.isoengen_US
dc.publisherSpringer Natureen_US
dc.relation.journalItalian Journal of Marketing
dc.rights.accessRightsopenAccessen_US
dc.rights.holderCopyright 2023 The Author(s)en_US
dc.rights.urihttps://creativecommons.org/licenses/by/4.0en_US
dc.rightsAttribution 4.0 International (CC BY 4.0)en_US
dc.titleEffects of the dark triad on word of mouth in the luxury context: the moderating role of opinion divergenceen_US
dc.type.versionpublishedVersionen_US
dc.typeJournal articleen_US
dc.typeTidsskriftartikkelen_US
dc.typePeer revieweden_US


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Attribution 4.0 International (CC BY 4.0)
Except where otherwise noted, this item's license is described as Attribution 4.0 International (CC BY 4.0)