This study analyzes the relative influences of Machiavellianism and gender on the two basic dimensions of marketing students' moral philosophies, idealism and relativism. Results from a mail survey of student members of the American Marketing Association show a negative relationship between Machiavellianism and idealism and a positive relationship between Machiavellianism and relativism. The results also indicate male students tend to be less idealistic and less relativistic than female students.
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