The Social Power of Narcissists in Mass Customization

This paper explores the power of narcissists in social product configurators. We show that narcissists are more likely to share their customized product online and to use I-centered communication to describe it. Because other consumers adjust their customized product to the narcissist’s one, they evaluate their customized product less favorably.


Johanna Hasenmaile-Aspin, Emanuel de Bellis, and Andreas Herrmann (2020) ,"The Social Power of Narcissists in Mass Customization", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 393-394.


Johanna Hasenmaile-Aspin, University of St. Gallen, Switzerland
Emanuel de Bellis, University of St. Gallen, Switzerland
Andreas Herrmann, University of St. Gallen, Switzerland


NA - Advances in Consumer Research Volume 48 | 2020

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