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
B1. Dynamic Pricing in Stationary Retailing - The Role of Consumer's Trust
Maximilian Clemens Pohst, Heinrich-Heine-University
Caspar Krampe, Heinrich-Heine-University
Peter Kenning, Heinrich-Heine-University
When Small Predicts Large: The Effect of Initial Small Contributions on Subsequent Contributions in a Crowdfunding Project
Tingting Fan, Chinese University of Hong Kong, China
Leilei Gao, Chinese University of Hong Kong, China
Yael Steinhart, Tel Aviv University, Israel
M12. From the Occult to Mainstream – Tracing Commodification of the Spiritual in the Context of Alternative Spiritualities
Richard Kedzior, Bucknell University