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.



Citation:

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.

Authors

Norah Awad, Hongik University
Nara Youn, Hongik University



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

L5. Understanding the components and effects of the Omnichannel Seamless Experience.

PAULA RODRÍGUEZ-TORRICO, Universidad de Burgos (Spain)
Lauren Trabold, Manhattan College
Sonia San-Martín, University of Burgos (Spain)
Rebeca San José, University of Valladolid (Spain)

Read More

Featured

Is All That Glitters Gold? The Effect of Product Surface Glossiness on Consumer Judgments

Jiaqi SONG, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University
Gerald J. Gorn, Hong Kong Polytechic University

Read More

Featured

N5. Mixed Feelings, Mixed Baskets: How Emotions of Pride and Guilt Drive the Relative Healthiness of Sequential Food Choices

Julia Storch, University of Groningen, The Netherlands
Koert van Ittersum, University of Groningen, The Netherlands
Jing Wan, University of Groningen, The Netherlands

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.