“…Dark creativity is defined as the use of original ideas to gain an unfair advantage through manipulation (Cropley, 2010a) or even to deliberately damage others (Cropley, Kaufman, White, & Chiera, 2014). This other side of the coin is related to dishonesty, lying, and lack of integrity (Beaussart, Andrews, & Kaufman, 2013;Gino & Ariely, 2012;Walczyk, Runco, Tripp, & Smith, 2008), physical aggressiveness (Lee & Dow, 2011), crime (Eisenman, 2008), and terrorism (James & Drown, 2008). An exemplary case of dark creativity in marketing went public in September 2015 when Martin Shkreli, CEO of Turing Pharmaceuticals, dramatically increased the price for Daraprim from US$13.50 to US$750 per pill.…”