Consumers’ Ethical Beliefs and Dark Traits: Their Influence on Masstige Perception and Brand Evangelism in an Emerging Market

Research on the antecedents of consumers’ ethical beliefs has mainly examined cognitive variables and has (with a few exceptions) neglected the relationships among affective variables and consumer ethics. However, research in moral psychology indicates that moral emotions have a significant role in ethical decision-making (Haidt, Handbook of affective sciences, 2003). Thus, the ability to experience, perceive and regulate emotions should influence consumers’ ethical decision-making. These abilities, which are components of emotional intelligence (Davies et al., J Person Soc Psychol, 1998), are examined as antecedents to consumers’ ethical beliefs in this study. Five hundred Australian consumers participated in this study by completing an online questionnaire that included measures of emotional intelligence, consumers’ ethical beliefs and personal moral philosophies (idealism and relativism, Forsyth, J Person Soc Psychol, 1980). Results demonstrate that the ability to appraise and express emotions in oneself is directly negatively related to beliefs regarding actively benefiting from illegal actions as a consumer, passively benefiting at the expense of the seller and actively benefiting from questionable but legal actions as a consumer. The ability to appraise and express emotions in oneself is directly positively related to beliefs regarding ‘doing-good’ (pro-social) actions. The ability to appraise and recognise emotions in others is also directly positively related to beliefs regarding ‘doing-good’ actions as well as pro-environmental buying actions. The effects of the different components of emotional intelligence on consumers’ ethical beliefs are (in most cases) mediated by personal moral philosophies. This study demonstrates the relationship between emotional intelligence and consumer ethics and highlights the interplay of affect and cognition in consumers’ ethical decision-making.

The purpose of this study was to review the relationship between dark personality traits and work values in athletes. In total, 261 athletes from various universities in Turkey (179 male and 82 female) voluntarily participated in this study. The participants were administered two scales: the Turkish versions of the Work Values Inventory and the Dark Triad Dirty Dozen. Canonical correlation analysis was used to explore the correlations among variables in the work values and dark personality datasets. The results revealed a negative correlation between work values and the presence of dark personality characteristics. Creativity and achievement were key variables with the largest contribution to the first canonical root in the work values set. Similarly, the variables with the largest contribution to the first canonical root in the dark personality set were Machiavellianism and psychopathy. In addition, achievement and prestige in the work values set and narcissism and psychopathy in the dark personality set were correlated with the second canonical root. While creativity and achievement were negatively correlated with Machiavellianism and psychopathy, narcissism was positively related to prestige and achievement.

Objective: This study aims to examine the relationship between childhood abuse and self-regulation, with a specific focus on how dark personality traits mediate this relationship in university students in Tehran. Methods and Materials: The research adopted a cross-sectional design and included university students from undergraduate, master's, and doctoral programs during the academic year 2021-22. Using convenience sampling, 400 students were selected to participate. Data were collected through three standardized instruments: the Childhood Trauma Questionnaire (CTQ) for childhood abuse, the Dark Triad Personality Traits Questionnaire for dark personality traits (Machiavellianism, Psychopathy, Narcissism), and the Self-Regulation Questionnaire (SRQ) to measure self-regulation. Linear regression analysis was conducted using SPSS-27 to explore the relationships between childhood trauma, dark personality traits, and self-regulation, with a significance level set at p < 0.05. Findings: The findings revealed that childhood trauma significantly predicted self-regulation skills, with dark personality traits (Machiavellianism, Psychopathy, and Narcissism) acting as mediators in this relationship. Specifically, higher levels of childhood abuse were associated with lower self-regulation abilities, and dark traits such as high Machiavellianism and Psychopathy exacerbated this negative relationship. Additionally, significant correlations were found between all subscales of the CTQ and SRQ, as well as between dark traits and poor self-regulation. Conclusion: This study concludes that childhood abuse has a detrimental effect on self-regulation, and this relationship is moderated by dark personality traits. It highlights the importance of considering both traumatic experiences and personality factors in understanding self-regulation challenges in young adults. Interventions aimed at improving self-regulation should address both childhood trauma and dark personality traits to enhance emotional well-being and personal development.

In almost every product category, companies have incorporated the emergence of ethical and environmental consumerism into their business activities. Although ethical consumers are supposed to be concerned with a broad spectrum of ethical issues and demand that products and business practices meet their moral principles, a critical perspective supports the assumption that a dark side of consumer personality also exists. Consequently, the role of consumers has become a top priority, especially in the specific ascription of bright and dark personality traits when evaluating cruel business practices and unethical behavior. The paper aims to investigate whether anthropomorphic communication about cruel business tactics affects the formation of explicit and implicit brand attitudes and to shed light on the role of consumers’ personality traits in perceiving anthropomorphic cues and in forming brand attitudes. Referencing the Dark Triad of narcissism, Machiavellianism, and psychopathy in relation to animal cruelty in the cosmetics industry, the results of an empirical study (N = 610) provide evidence that perceptions of brands or companies conducting cruel practices differ between consumers with more distinct Dark Triad traits and those with stronger empathetic traits.

The Dark Triad (Machiavellianism, Narcissism and Psychopathy) have always been linked to the negative aspects of behavior and personality. As these dark traits in the dark triad have been called as the sub-clinical for of the socially aversive personalities there must be some adaptive and brighter side to these traits. This study aims at measuring the difference between the manifestations of the dark triad and its correlation with Forgiveness and Coping styles among the Military officials and the Working Civilians. The research was conducted on total 120 samples (60 Military Officials ; 60 Working civilians) using THE SHORT DARK TRIAD by Paulhus and Jones (2011) for measuring the dark personality traits, Brief COPE by Carver (2013) for measuring the coping styles and HEARTHLAND FORGIVENESS SCALE by THOMPSON, SNYDNER & HOFFMAN (2003) for measuring the forgiveness. The results indicated no major difference in the prevalence of the dark traits in military officials and civilians. The findings suggested a negative correlation between Machiavellianism and forgiveness and Psychopathy and forgiveness. There was a positive correlation of the dark traits with Avoidant coping. Regression analysis also suggested that dark traits were the predictors of the level and modes of forgiveness as well as the coping styles. Further, factor wise analysis have been discussed in the study. Implications and Limitations of the study are also discussed.

Brand evangelism is a strong type of word-of-mouth marketing with which consumers advise about goods or services to another. So a brand evangelist is a powerful marketing asset. There are many factors that effect brand evangelism or brand evangelists’ behaviour. Personality tratis are one of these factors that have strong effect on brand evangelism. Personality traits reflect consumer’s characteristic patterns of thoughts and behaviors. Personality traits are called as Big Five Model including extraversion, conscientiousness, neuroticism, agreeableness and openness. The main aim of this study is to determine the effect of Big Five Personality traits on brand evangelism. The other aim is to determine difference between men and women in terms of brand evangelism and personality traits. According to the results, extraversion and openness traits are more effective on brand evangelisim. So, openess and extraverted consumers may act as a brand evangelist than other consumers. Also, women have agreeableness, neuroticism, and conscientiousness traits more than men, and men have openness trait than women. In addition, there is no significant difference between them in terms of extraversion trait. Keywords: Extraversion, Conscientiousness, Neuroticism, Agreeableness; Openness, Brand Evangelism

Grounded in Self-Determination Theory (SDT), we integrate personality traits and basic psychological need frustration to explore relationships between students' ‘dark’ personality traits and the core student outcomes of satisfaction, engagement, and performance. Using time-separated, multi-source data (N = 330), we examined whether students' perceived need frustration mediated the effects of dark triad traits (i.e., Psychopathy, Machiavellianism, Narcissism) and the dark core (i.e., the common variance among the dark triad) upon student outcomes. Correlations and structural equation models showed that need frustration is related to reduced student satisfaction and engagement (though not grades), and partially mediated the effects of the dark traits. The dark traits also had a significant indirect effect on grades via student engagement. The dark core was positively associated with a heightened sense of need frustration and lower engagement, suggesting that common antagonistic features of dark traits lead students to see university environments as obstructive. However, the constituent dark traits showed differential associations: Psychopathy correlated positively with need frustration, whereas Narcissism correlated negatively. The results demonstrate the theoretical and explanatory utility of integrating personality traits and SDT-based constructs for understanding how individuals experience their environments.

IntroductionNarcissistic personality traits have increasingly been associated with identity-driven and pleasure-oriented consumption patterns. In sport contexts, where visibility, achievement, and symbolic recognition are highly salient, personality-based motivations may be closely linked to consumer attitudes. Although prior research has examined the relationship between narcissism and hedonic consumption, limited attention has been given to the psychosocial mechanisms that connect these constructs within athlete populations. This study examines whether brand evangelism mediates the association between narcissistic personality and hedonic consumption attitude in sport, while also investigating whether its subdimensions function symmetrically or asymmetrically in this mediation process.MethodsData were collected from student-athletes (N = 338; 175 women, 51.8%; 163 men, 48.2%). Validated Turkish versions of the Narcissistic Personality Inventory, Brand Evangelism Scale, and Hedonic Consumption Attitude in Sport Scale were administered. Psychometric adequacy was evaluated through exploratory factor analysis (EFA) and first-order confirmatory factor analysis (CFA) (χ2/df = 2.03; RMSEA = 0.055; CFI = 0.931). Mediation analyses were conducted using SPSS 27 and PROCESS Model 4 with percentile bootstrap confidence intervals to estimate indirect associations.ResultsNarcissistic personality was positively associated with brand evangelism (b = 0.628, p < 0.001) and hedonic consumption attitude (total effect b = 0.656, p < 0.001). When brand evangelism was included in the model, both evangelism (b = 0.412, p < 0.001) and narcissism (direct b = 0.397, p < 0.001) remained significant, indicating partial mediation (indirect effect b = 0.259; 95% CI [0.154, 0.370]). In the parallel mediation model, both propaganda (b = 0.145; 95% CI [0.084, 0.216]) and attachment (b = 0.116; 95% CI [0.048, 0.194]) emerged as significant mediators, with a total indirect effect of 0.261 (R2 = 0.401). Importantly, the indirect effects of propaganda and attachment were relatively comparable in magnitude, suggesting a symmetrical mediation pattern across the two subdimensions.DiscussionInterpreted within the framework of ERG theory as a conceptual motivational lens, the findings suggest that growth-oriented and relatedness-oriented tendencies associated with narcissism may be linked to hedonic sport consumption through identity-expressive brand processes. The results further indicate that the propaganda and attachment dimensions operate as distinct mediating pathways rather than uniformly contributing mechanisms. By identifying brand evangelism as a psychosocial mechanism connecting narcissistic tendencies with hedonic consumption attitudes in sport, this study extends personality-based consumption research within sport contexts and offers a more nuanced understanding of how identity-driven motivations are associated with consumer behavior.

The relationship between ethical beliefs and tax compliance is well documented, but extant research has not explored the relationships among general ethical beliefs, contextual ethical beliefs, and tax compliance behavior. In this study we propose a model that is intended to clarify the mechanisms through which ethical beliefs impact tax compliance. In the model, contextual ethical beliefs represent the mechanism through which individuals' general ethical beliefs impact tax compliance behavior. The model is tested using participants' ethical orientations as measures of their general ethical beliefs and using participants' ethical evaluations of others' tax compliance decisions as measures of their contextual ethical beliefs. Tax compliance behavior is inferred from participants' estimates of the likelihood that they would evade. Overall, the findings from our study support the proposed model. Ethical orientations are directly related to ethical evaluations; ethical evaluations directly predict tax compliance behavior; and finally, ethical orientations are indirectly related to tax compliance behavior. That is, ethical orientations influence tax compliance behavior, but only through their influence on ethical evaluations. We believe that the proposed model provides an important contribution by providing a framework that outlines the routes through which ethical beliefs impact tax compliance.

Organizational scholars are increasingly recognizing the importance of subclinical or “dark” personality traits for understanding behavior at work. The present review considers the nature of dark personality traits, the major frameworks for understanding dark personality in both academic and workplace settings, and briefly summarizes research documenting the relationship between dark personality traits and workplace outcomes. We then review potential triggers for dark personality traits as well as contextual and normative circumstances where individuals may feel that their display of behaviors associated with dark traits is more likely to be tolerated. Finally, we outline an agenda for future research on dark personality in the workplace in terms of needed improvements on measures and methods and also how a better understanding of the interpersonal contexts surrounding individuals with dark personality that can shape how and when these traits impact critical organizational outcomes.

Business ethics in the Arab Gulf States: a three-country study

During the COVID‐19 pandemic, frenzied selfishness and panic buying have dominated headlines around the globe. When people hoard supplies, others (including the needy and vulnerable people) cannot find necessities. Despite repeated calls from leaders, people worldwide continue to hoard supplies, and millions of people ignore coronavirus concerns, including churches. Hence, the purpose of this study is first to investigate the impact of consumers' (non) religiosity on selfishness and, subsequently, the impact of selfishness on consumers' ethical beliefs. Secondly, we explore do people's religiosity matters? Are religious people more ethical and less selfish than atheists or vice versa? This study uses the convenience sampling approach to investigate consumers' ethical beliefs. The sample was collected through Amazon M‐Turk and totaled 235 responses. The results show that consumers' intrinsic religiosity did not significantly influence consumers' selfishness. Furthermore, extrinsic religiosity and atheism positively influence consumers' selfishness. Finally, the results show that selfishness is prevalent in every group irrespective of the group's belief or nonbelief status. The results indicate that when exploring consumer ethics, the key measure should not only focus on consumers' religiousness or lack of religiousness but, instead, it should also include consumers' selfishness. This study offers several implications for non‐profit organizations dealing with ethical issues, and secondly, the study will have implications for ethical education among religious or non‐religious consumers. Originality/value—This is one of the first few studies investigating the impact of consumers' religiosity on selfishness. In addition, this study investigates differences between religious and non‐religious consumers on consumer ethics.

Examining the relationship between bright and dark personality traits in two management samples

Ethical behavior is important in counselling services. Ethical knowledge, ethical belief and ethical principle orientation will impact the ethical behavior of counsellors when conducting counselling services. This study was to investigate the influence of ethical knowledge, ethical beliefs, ethical principle orientation on ethical behavior among counsellors in Malaysia. The correlational research design was used. The sample size was 355 counsellors all over Malaysia. Pearson correlation, linear regression and multiple regression analysis were used in this study. Correlation analysis showed a significant relationship between ethical knowledge and ethical behavior of counsellors. Results showed that there was a significant relationship between ethical beliefs and ethical behavior of counsellors. However, there was no significant relationship between ethical principle orientation and ethical behavior of counsellor. The result of multiple regression analysis showed that only the ethical knowledge and ethical beliefs is a predictor of ethical behavior among counsellors in Malaysia. In addition, the study showed that the ethical principle orientation is not a predictor of ethical behavior of counsellors in Malaysia. The findings of this study can provide guideline to counsellors improve their ethical behavior, particularly in terms of ethical knowledge, ethical beliefs and ethical principle orientation to practice ethically. Overall results of this study imply that very useful in the counselling profession, especially in the field of ethics counselling, counselling curriculum and research in Malaysia.

Research on political consumerism documents a persistent reversed gender gap, as women boycott and buycott products more often than men. Previous efforts to explain the reversed gender gap rely on classical theoretical models developed to illuminate gender differences in political participation in general. Accounting for socio‐economic and situational factors as well as socialization leaves a significant amount of the reversed gender gap unexplained, though. Adhering to recent empirical evidence of personality as an important factor influencing political behavior, we argue that gender differences in personality traits could provide an alternative explanation to account for gender disparities in political consumerism. We use original survey data specially designed to measure political consumerism in Switzerland, which also include the Big Five model of personality. We find empirical evidence that gender differences in personality traits, in particular agreeableness, explain a significant portion of the reversed gender gap in political consumerism.