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THE INFLUENCE OF DARK PERSONALITY TRAITS AND UNETHICAL LUXURY MARKETING STRATEGIES ON CONSUMER SUSCEPTIBILITY
Umar EL-Yakub, Zulaikha
Umar EL-Yakub, Zulaikha
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Abstract
Multiple studies throughout the years have provided a glimpse of the Dark Triad personality traits, with very few having related to its strong influence on consumption and susceptibility, especially in the world of luxury brands. This dissertation aims to fill a gap, by using empirical research to study how the Dark Triad traits influence consumer susceptibility. Unpacking this relationship is crucial for ensuring consumer protection and creating an ethical marketing practice. In addition, contributing to the worlds of both Marketing and Psychology. The increased interest on the deep dive of Machiavellians, Narcissism and Psychopathy have led to a grave desire to unlock and unpack whether these traits do indeed affect the susceptibility to fall for unethical marketing strategies. The coalition of data was gathered through an online survey, with 82 participants willingly and anonymously answering 30 quantitative questions that were able to collate all variables- demographic data, the dark triads, with 4 questions for each trait. Luxury consumption in general and the levels of both purchase and tactics; last but not the least, susceptibility to unethical marketing. Three statements for each appeal were provided to respondents to see whether they will be persuaded by the proposition of scarcity, exclusivity and dominance. A correlation between the Dark triad traits and consumer susceptibility to unethical Marketing strategies is undoubtable however the results from this research have also showcased the complexities that should be taken into account in order to exactly and accurately measure intensity of the relationship. The findings of this dissertation could further jump start future research that would like to go more in depth into the exact quantifiable levels between the traits and susceptibility in comparison to individuals without them.