Because I'm Worth It (And You're Not): Separating the Effects of Narcissism and Self-Esteem on Prestige Purchases

Mary Ann Cunningham-Kim, York University, Canada
Peter Darke, York University, Canada
Narcissism indicates a chronic tendency toward artificially inflating self-esteem, while true high self-esteem indicates genuine feelings of self-worth. Two studies separate the effects of narcissism and self-esteem, showing that threatened low self-esteem participants mimic narcissists by increasing prestige consumption, while high self-esteem participants prefer value-based purchases regardless of ego-threat condition.
[ to cite ]:
Mary Ann Cunningham-Kim and Peter Darke (2011) ,"Because I'm Worth It (And You're Not): Separating the Effects of Narcissism and Self-Esteem on Prestige Purchases", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.