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How ‘Dark Triad’ traits shape online rating behaviour: The moderating role of psychological need satisfaction

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  • Guo, Jingjing
  • Meng, Yi
  • Wang, Shasha
  • Mortimer, Gary

Abstract

Consumers increasingly rely on online ratings when making choices in digital marketplaces. However, it remains unclear how socially aversive personality traits influence online ratings and whether such tendencies can be mitigated. This study examines the role of Dark Triad (DT) traits, namely Machiavellianism, psychopathy, and narcissism, in shaping online rating behaviour in mobile health apps. Drawing on self-determination theory (SDT), this study also examines whether satisfying autonomy, relatedness, and competence needs can buffer the lower rating tendencies associated with DT traits. Using 66,462 Apple App Store reviews from four popular health apps and an analytic subsample of 19,200 reviews, regression modelling and large-language-model-assisted BERTopic analysis are employed to identify the underlying mechanisms. Results show that all three DT traits predict lower review ratings, while higher need satisfaction weakens these associations, making individuals high in DT traits less likely to leave lower ratings. This research advances the DT, SDT, and eWOM literatures by demonstrating that dark personality traits shape routine online rating behaviour. Managerial implications are offered for review-driven industries, health app developers, and platform operators seeking to foster fairer and more credible user evaluations.

Suggested Citation

  • Guo, Jingjing & Meng, Yi & Wang, Shasha & Mortimer, Gary, 2026. "How ‘Dark Triad’ traits shape online rating behaviour: The moderating role of psychological need satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 92(C).
    • Handle: RePEc:eee:joreco:v:92:y:2026:i:c:s0969698926000950
    DOI: 10.1016/j.jretconser.2026.104815
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