The Effect of Narcissism on Consumer-Brand Relationships

This study provides an empirical evidence of the link between narcissism and consumer-brand relationships. Overall finding suggest that narcissists, comparing to nonnarcissists, are less committed to brands and more influenced by alternatives, regardless of the investment level.


Eunji Lee, Taeyeon Kim, Yongjun Sung, and Sunwoong Park (2015) ,"The Effect of Narcissism on Consumer-Brand Relationships", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 326-326.


Eunji Lee, Korea University, South Korea
Taeyeon Kim, Korea University, South Korea
Yongjun Sung, Korea University, South Korea
Sunwoong Park, Korea University, South Korea


AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015

Share Proceeding

Featured papers

See More


G11. Sensory Placebo Effects: The Role of Sensory Signaling in Enhancing Marketing Placebos and Consumer Outcomes

Dan King, University of Texas Rio Grande Valley, USA
Sumitra Auschaitrakul, University of the Thai Chamber of Commerce

Read More


Q4. The notion of self-optimization in context of self-tracking and beyond

Agnieszka Krzeminska, Leuphana University Lüneburg
Dorthe Brogård Kristensen, University of Southern Denmark, Denmark

Read More


G13. Odor Priming and Product Preferences: When Smells Regulate Preferences for Semantically-Congruent Products and Brands

Ramona De Luca, EAESP-FGV
Delane Botelho, EAESP-FGV

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.