Do Consumer Choices Make Us Narcissists? the Role of Self-Referencing and Self-Affirmation

We examined two pathways from consumer choices to maladaptive narcissism operating in parallel. Choice yields both self-referencing and self-affirmation, which in turn have opposing effects on narcissism: Whereas self-referencing increases maladaptive narcissism, self-affirmation reduces it. Therefore, consumer choices can simultaneously augment maladaptive narcissism via self-referencing and attenuate it via self-affirmation.


Michail Kokkoris, Ulrich Kühnen, and Constantine Sedikides (2016) ,"Do Consumer Choices Make Us Narcissists? the Role of Self-Referencing and Self-Affirmation", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 744-744.


Michail Kokkoris, University of Cologe, Germany
Ulrich Kühnen, Jacobs University Bremen, Germany
Constantine Sedikides, University of Southampton, UK


NA - Advances in Consumer Research Volume 44 | 2016

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