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The present study examines whether “demonstrable utility,” the belief that giving provides immediate or future tangible benefits (Sargeant, Ford, & West, 2006) significantly correlates to the adverse personality traits Machiavellianism and narcissism as they are defined in the Short Dark Triad (Paulhus & Williams, 2002). Two-hundred and twelve participants were gathered from Kennesaw State University to participate in a 20-minute online survey. While other factors were tested, attention was placed on demonstrable utility. Simple linear regression models were used to determine the relationship between demonstrable utility, Machiavellianism, and narcissism. A post-hoc Sobel’s mediation test was used to establish the different relationships that the Short Dark Triad (SD3), a measure of the dark personality traits narcissism, Machiavellianism, and psychopathy, had with factors in the model of perceptual determinants of giving to a nonprofit. Demonstrable utility was found predictive of both narcissism and Machiavellianism, and the factors emotional utility, responsiveness, communication quality, and demonstrable utility were found related to the SD3. Studies in the future might take into account adverse personality traits such as Machiavellianism and narcissism when developing constructs of giving behavior, and more studies should focus on the effect of nonprofit marketing appeals centered on these personality traits.
Prewett, Austin N.; Elliott, Charles; and Story, Paul A.
"The Short Dark Triad and Giving to Nonprofits,"
The Kennesaw Journal of Undergraduate Research: Vol. 6:
2, Article 1.
Available at: https://digitalcommons.kennesaw.edu/kjur/vol6/iss2/1