It’S Not Chance, It’S Me! Serendipity Motivates Psychological Ownership and Word-Of-Mouth in Narcissistic Consumers

Four studies reveal that consumers higher in narcissism self-enhance by attributing serendipity to their superior self rather than to chance. This self-attribution increases their psychological ownership and resulting word-of-mouth. These consumers not only use their own serendipity for self-enhancement, but also bask in the reflected glory of serendipitous others.



Citation:

Colleen P. Kirk, Joann Peck, Claire Hart, and Constantine Sedikides (2019) ,"It’S Not Chance, It’S Me! Serendipity Motivates Psychological Ownership and Word-Of-Mouth in Narcissistic Consumers", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 695-698.

Authors

Colleen P. Kirk, New York Institute of Technology, USA
Joann Peck, University of Wisconsin - Madison, USA
Claire Hart, University of South Hampton, UK
Constantine Sedikides, University of South Hampton, UK



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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