Gala article on Machiavellianism, narcissism published in Marketing Management Journal

Assistant Professor of Marketing Prachi Gala's recent article on similarities and differences between the Machiavellianism and narcissism personality constructs has been published in the Marketing Management Journal.

Prachi Gala, assistant professor of marketing in the Martha and Spencer Love School of Business, co-authored the article “Narcissism versus Machiavellianism and the Role of Self Control Towards Social Desirability,” which is published in the Marketing Management Journal.

Prachi Gala Assistant Professor of Marketing
Assistant Professor of Marketing Prachi Gala

Since the negative personality traits of narcissism and Machiavellianism can impact the outcomes of marketing, Gala and co-authors Rahul S. Chauhan, and Robert A. King, West Texas A&M University; explore the two constructs including their similarities and differences to one another.

In the article, the co-authors analyze the effects of narcissism and Machiavellianism concerning social desirability with the moderating impact of self-control. Their findings are: “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.”

The Marketing Management Journal (MMJ) provides a forum for the sharing of the academic, theoretical, and practical research that may impact the development of the marketing management discipline.

Gala joined the Elon faculty in 2018 after earning her doctorate in Business Administration with a concentration in marketing from the University of Mississippi. Prior to starting her academic career at Elon, she worked as a business technology analyst and a marketing strategist.