Document Detail


Narcissism and consumer behaviour: a review and preliminary findings.
MedLine Citation:
PMID:  24711797     Owner:  NLM     Status:  PubMed-not-MEDLINE    
Abstract/OtherAbstract:
We review the literature on the relation between narcissism and consumer behavior. Consumer behavior is sometimes guided by self-related motives (e.g., self-enhancement) rather than by rational economic considerations. Narcissism is a case in point. This personality trait reflects a self-centered, self-aggrandizing, dominant, and manipulative orientation. Narcissists are characterized by exhibitionism and vanity, and they see themselves as superior and entitled. To validate their grandiose self-image, narcissists purchase high-prestige products (i.e., luxurious, exclusive, flashy), show greater interest in the symbolic than utilitarian value of products, and distinguish themselves positively from others via their materialistic possessions. Our review lays the foundation for a novel methodological approach in which we explore how narcissism influences eye movement behavior during consumer decision-making. We conclude with a description of our experimental paradigm and report preliminary results. Our findings will provide insight into the mechanisms underlying narcissists' conspicuous purchases. They will also likely have implications for theories of personality, consumer behavior, marketing, advertising, and visual cognition.
Authors:
Sylwia Z Cisek; Constantine Sedikides; Claire M Hart; Hayward J Godwin; Valerie Benson; Simon P Liversedge
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Publication Detail:
Type:  Journal Article     Date:  2014-03-21
Journal Detail:
Title:  Frontiers in psychology     Volume:  5     ISSN:  1664-1078     ISO Abbreviation:  Front Psychol     Publication Date:  2014  
Date Detail:
Created Date:  2014-04-08     Completed Date:  2014-04-08     Revised Date:  2014-04-10    
Medline Journal Info:
Nlm Unique ID:  101550902     Medline TA:  Front Psychol     Country:  Switzerland    
Other Details:
Languages:  eng     Pagination:  232     Citation Subset:  -    
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