From Sports Fields to Storefronts: The Dark Triad's Impact on Luxury Consumption

Authors : Halil Erdem Akoğlu, Buğrahan Cesur

Pages : 354-373

Doi:10.25307/jssr.1723051

View : 257 | Download : 599

Publication Date : 2025-10-31

Article Type : Research Paper

Abstract :The present study examines the effect of the Dark Triad personality traits (i.e. Machiavellianism, narcissism and psychopathy) on athletes\\\' luxury consumption intentions, focusing particularly on the mediating role of the desire to be liked. The research draws on conspicuous consumption theory to explore how socially undesirable personality traits drive individuals to seek prestige and social approval through luxury consumption. A total of 358 active athletes in Turkey were the subjects of the study, which was conducted using purposive sampling. The data were analysed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) approach. The findings indicate that narcissism and psychopathy exert a substantial influence on luxury consumption, operating through the desire to be liked. In contrast, Machiavellianism does not demonstrate a significant indirect effect. The results of this study demonstrate the unique psychological mechanisms through which each trait of the Dark Triad influences consumer behaviour. The present study contributes to the existing literature by offering a novel perspective on the intersection of personality psychology, sports, and luxury consumption. Furthermore, it provides practical implications for marketers, brand managers, and sports psychologists. This study reveals that athletes’ luxury consumption is driven not only by personal gratification but also by the pursuit of social approval and visibility. These findings offer practical insights for marketing professionals, sports managers, and psychologists to develop more psychologically attuned branding, sponsorship, and athlete support strategies.
Keywords : Narsizim, Psikopati, Makyavelizm, Lüks tüketim, Arzu

ORIGINAL ARTICLE URL