Deceptive minds in digital spaces: the influence of the dark triad on posting fake online reviews

Borghi, M. ORCID: https://orcid.org/0000-0002-4150-1595 and Ratcharak, P. (2025) Deceptive minds in digital spaces: the influence of the dark triad on posting fake online reviews. Psychology & Marketing, 42 (7). pp. 1932-1945. ISSN 1520-6793 doi: 10.1002/mar.22212

Abstract/Summary

In the digital age, online reviews play a critical role in consumer decision‐making. Despite growing interest in fake online reviews, the personality antecedents of posting such reviews remain largely unexplored. This study addresses this gap by investigating the influence of Dark Triad personality traits on the behavior of posting fake reviews. Leveraging Interpersonal Deception Theory, we apply natural language processing techniques to detect fake reviews in Amazon's data set and employ logistic regression modeling to examine the relationship between these traits and deceptive online behavior. Our findings reveal that Machiavellians use fake reviews as calculated tools to manipulate perceptions, whereas narcissists, driven by their need for validation and fear of detection, avoid posting fake reviews to protect their credibility and online self‐image. Furthermore, psychopaths' impulsivity and short‐term focus deter them from the cognitively demanding task of crafting plausible fake reviews. These new insights into the distinct effects of each Dark Triad trait on online deceptive behavior enhance theoretical models and offer practical implications. Incorporating personality‐based metrics into fake review detection systems can help businesses safeguard their platform integrity and promote authentic consumer feedback.

Item Type	Article
URI	https://centaur.reading.ac.uk/id/eprint/122139
Identification Number/DOI	10.1002/mar.22212
Refereed	Yes
Divisions	Henley Business School > Digitalisation, Marketing and Entrepreneurship
Publisher	Wiley
Download/View statistics	View download statistics for this item