Exploring the “I” in Mass Customization Decisions: Narcissists’ Proclivity Towards Configuring Unique Products
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.
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, Pages: .
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
NA - Advances in Consumer Research Volume 41 | 2013
Feeling Bad by Wanting More or Wanting More by Feeling Bad: The Materialism - Well-Being Cycle
Esther Doriette Tamara Jaspers, Massey University
Rik Pieters, Tilburg University, The Netherlands
Material Gifts as Relationship Mnemonics: Why More Material Gifts Are Given Than Wanted?
Adelle Xue Yang, National University of Singapore, Singapore
Minjung Koo, Sungkyunkwan University
JAEWON HWANG, Sejong University
Consumers’ Attribution of Mind to Possessions as an Impediment to Sharing
*Chi Hoang, Norwegian School of Management, Norway
Klemens Knoferle, Norwegian School of Management, Norway
Luk Warlop, Norwegian School of Management, Norway
aradhna krishna, University of Michigan, USA