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
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