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.


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.


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


NA - Advances in Consumer Research Volume 45 | 2017

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