17-P: When Not Having Enough Prompts Consumers to Show Off: Reminders of Resource Scarcity Prompt Narcissism

We propose that reminders of resource scarcity prompt consumers to become more narcissistic and consequently shifts their product preferences. Across three experiments, we demonstrate that: scarcity (vs. control) increases narcissistic tendencies, narcissism mediates the effect of scarcity on selfishness, and scarcity shifts consumers’ preferences toward products with more prominent brands.



Citation:

Laura Goodyear, Caroline Roux, Ali Tezer, and Kelly Goldsmith (2017) ,"17-P: When Not Having Enough Prompts Consumers to Show Off: Reminders of Resource Scarcity Prompt Narcissism", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1029-1029.

Authors

Laura Goodyear, Concordia University, Canada
Caroline Roux, Concordia University, Canada
Ali Tezer, HEC Montréal, Canada
Kelly Goldsmith, Vanderbilt University, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



Share Proceeding

Featured papers

See More

Featured

Changing the World, One Word at a Time: The Effect of Font Size on Prosocial Intention

Rima Touré-Tillery, Northwestern University, USA
Ayelet Fishbach, University of Chicago, USA

Read More

Featured

The Self-Perception Connection: Why Consumers Devalue Unattractive Produce

Lauren Grewal, Dartmouth College, USA
Jillian Hmurovic, University of Pittsburgh, USA
Cait Lamberton, University of Pittsburgh, USA
Rebecca Walker Reczek, Ohio State University, USA

Read More

Featured

Felt Ambivalence: Exploring the Storage Structure and Role of Situational Relevance on the Accessibility of Dominant and Conflicting Reactions

Amit Surendra Singh, Ohio State University, USA
H. Rao Unnava, University of California, Davis

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.