“…While empirical entrepreneurship literature provides many insights into various personality traits, which includes openness, conscientiousness, extraversion, agreeableness and neuroticism (representing the "Big Five": John & Srivastava, 1999;applied to entrepreneurship by, e.g., Zhao et al, 2010;Gruber, in press), there is a research gap with respect to fairness, honesty, and benevolence. Benevolence is a personality trait that in recent personality research emerged as a sixth important trait, next to the "Big Five" (Ashton & Lee, 2007;Hilbig & Zettler, 2009). Weitzel et al's (2010) findings…”