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

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 moderat- ing 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, Machiavellian- ism is negatively related to positive WOM intention when others’ opinion diver- gence 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.