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- Title
NARCISSISM VERSUS MACHIAVELLIANISM AND THE ROLE OF SELF CONTROL TOWARDS SOCIAL DESIRABILITY.
- Authors
GALA, PRACHI B.; CHAUHAN, RAHUL S.; KING, ROBERT A.
- Abstract
Due to increasing attention given to negative personality traits and their impact on various marketing outcomes, we aim to focus on two constructs: Narcissism and Machiavellianism. A presentation of key works in both narcissism and Machiavellianism are shown, alongside analyses of their effects with regard to social desirability with the moderating impact of self-control. We found that although both, narcissism and Machiavellianism, positively impact social desirability, the presence of self-control in these personalities weakens their social desirability to a significant extent. Through better understanding the behaviors of consumers with the two similar, but knowingly different, personality traits in the presence of self-control, marketers are able to target consumers more effectively. Further theoretical and managerial contributions are discussed.
- Subjects
SOCIAL desirability; SELF-control; SOCIAL control; PERSONALITY; NARCISSISM
- Publication
Marketing Management Journal, 2020, Vol 30, Issue 1, p38
- ISSN
1534-973X
- Publication type
Article