AVERSIVE PERSONALITY TRAITS AND INDIVIDUALISTIC SOCIAL RANK STYLES AS PREDICTORS OF A POSITIVE ATTITUDE TOWARDS CONSPICUOUS CONSUMPTION

The prognostic and mediational influences of basic and aversive personality traits, and social rank styles on individuals’ attitudes towards conspicuous consumption (ATCC, an indirect measure of the actual behaviour) were examined via path analysis1 . The model (n=400, mean age=22.3) emphasised the direct and indirect effects of Extraversion, and the indirect effects of Neuroticism and Agreeableness which were sequentially mediated by all Dark Triad traits, and by two individualistic social rank styles: Dominant Leadership and Ruthless Self advancement. Dark Triad traits occupied the central position in the model connecting basic personality traits with social rank styles, and ultimately with ATCC. Machiavellianism was the only Dark Triad trait directly linked with ATCC, Dominant Leadership, and Ruthless Self-advancement. Narcissism exerted the main mediating effect on Dominant Leadership, while Machiavellianism and Psychopathy mediated the negative influence of Extraversion and Agreeableness on Ruthless Self-advancement. Both Dominant Leadership and Ruthless Self-advancement were directly predictive of ATCC. As two basic prosocial personality traits (Conscientiousness and Openness) and one prosocial rank strategy (Coalition Building) did not enter the model, we conclude that, from the present perspective, positive ATCC is linked to uncooperative and self-centred mindsets striving for superior positions in the social hierarchy.