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.
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.
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
NA - Advances in Consumer Research Volume 47 | 2019
Brand Fan(atic)s: When Excessive Brand Loyalty Sends the Wrong Signal
Isabelle Engeler, IESE Business School
Kate Barasz, IESE Business School
Who Gets Credit? Who Gets Blame? The Role of Agency in Ethical Production
Neeru Paharia, Georgetown University, USA
M2. Of Expectations and Experiences: The Moderating Effect of Valanced Expectations on Enjoyment of a Positive versus Negative Experience
Brian Gillespie, University of New Mexico
Molly McGehee, University of New Mexico