Exploring the “I” in Mass Customization Decisions: Narcissists’ Proclivity Towards Configuring Unique Products

Andreas Herrmann, University of St. Gallen, Switzerland
Emanuel de Bellis, University of St. Gallen, Switzerland
Hans-Werner Bierhoff, Ruhr-University Bochum, Germany
Elke Rohmann, Ruhr-University Bochum, Germany
David E. Sprott, Washington State University, USA
Field evidence shows that only a minority of consumers deliberately configure unique products. We propose that variation in option selection is driven by consumers’ narcissistic personalities. In a pilot study and three experiments, we demonstrate that narcissistic tendencies have a significant effect on the uniqueness of the self-customized product.
[ to cite ]:
Andreas Herrmann, Emanuel de Bellis, Hans-Werner Bierhoff, Elke Rohmann, and David E. Sprott (2013) ,"Exploring the “I” in Mass Customization Decisions: Narcissists’ Proclivity Towards Configuring Unique Products", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.