Why do you love to hate your favorite bad guys, such as the antihero, Disney villains, or characters like Deadpool or the Joker? A research study conducted by April Fugett, Ph.D. (professor, department of psychology, Marshall University), Keith W. Beard, Psy.D. (professor, department of psychology, Marshall University), Elijah Wise, Britani Black, and Jacob Mills (doctoral students, Marshall University) examined the psychological theory of personality traits called the Dark Triad (machiavellianism, narcissism, psychopathy). Research suggests that people with these personality traits are more likely to engage in self-promotion and be aggressive in their interactions with others on social media. In contrast, other personality theories focus on people being agreeable and open to new experiences. Personality traits for both approaches and over 650 pop culture characters were studied. Results indicate existing relationships between personality characteristics and favorite villains. This information could be used to better promote and best engage people with these traits in media and other venues.