Narcissists As Consumers: Using Scarce Products to Validate Excessively Positive Self-View

Seung Yun Lee, McGill University, Canada
Sung Hoon Park, Yonsei University, Korea
In two studies, we show that narcissistic consumers are motivated to validate their excessively positive self-view by obtaining a scarce product which can give a unique value. Our findings indicate that narcissistic individuals tend to interpret the scarcity-related purchase situation as an opportunity to validate their excessively positive self-view, and hence are less motivated to make systematic information processing toward other diagnostic information.
[ to cite ]:
Seung Yun Lee and Sung Hoon Park (2011) ,"Narcissists As Consumers: Using Scarce Products to Validate Excessively Positive Self-View", 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.