J14. You Reflect Me: Narcissistic Consumers Prefer Anthropomorphized Arrogant Brands
Narcissism is trait commonly associated with arrogance, and impacts people’s interactions with others; prior research has shown that narcissists love other narcissists like they love their own reflections. Our research examines narcissists’ attitudes toward anthropomorphized brands that have arrogant personalities, and the role of self-congruence in this interaction.
Norah Awad and Nara Youn (2018) ,"J14. You Reflect Me: Narcissistic Consumers Prefer Anthropomorphized Arrogant Brands", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 899-899.
Norah Awad, Hongik University
Nara Youn, Hongik University
NA - Advances in Consumer Research Volume 46 | 2018
The Victory Effect: Is First-Place Seeking Stronger than Last-Place Aversion?
David Hardisty, University of British Columbia, Canada
Steven Shechter, University of British Columbia, Canada
“I Desire A Brand When I See How They are Different from Me”: Differential Effects of Blatant and Subtle Brand Rejection
Jun Yan, University of Manitoba, Canada
Fang Wan, University of Manitoba, Canada
Americus Reed, University of Pennsylvania, USA
A8. Do You Accept The Terms And Conditions? The Role Of Trust And Hedonic Content On Self-Disclosure To Apps
Carla Freitas Silveira Netto, UFRGS
Simoni F Rohden, UFRGS
Marina de Wallau Lugoch, Federal University of Rio Grande do Sul (UFRGS)
Natalia Englert, UFRGS
Valentina Ortiz Ubal, Universidade Federal do Rio Grande do Sul (UFRGS)