How dark traits and regulatory focus manifest in online hotel reviews: a textual content analysis

This study seeks to explore how Dark Triad of psychopathy, Machiavellianism, and narcissism interact with consumers' regulatory focus (prevention-focus and promotion-focus) to influence online consumer reviews in the hotel industry. We conducted an empirical analysis of 1,185,940 hotel reviews from TripAdvisor.com, utilizing the textual content of online reviews and employing Language Inquiry and Word Count analytical tools. The research reveals a multifaceted link between regulatory focus and Dark Triad in online reviews. The results showed that individuals with a promotion focus tend to give higher ratings than those with a prevention focus. Dark Triad significantly influences how regulatory focus impacts online reviews. This study initiates a new academic dialogue on the interaction between regulatory focus and Dark Triad traits within online consumer behavior studies. It provides practical guidance for the hotel industry to refine their management and response strategies by acknowledging the impact of consumer personality traits on online reviews.