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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 48 | 2020



Share Proceeding

Featured papers

See More

Featured

The Impact of Price and Size Comparisons on Consumer Perception and Choice

Jun Yao, Macquarie University, Australia
Harmen Oppewal, Monash University, Australia
Yongfu He, Monash University, Australia

Read More

Featured

Paying to Be Social? How Materialism Shapes Spending on Friends

William Ding, Washington State University, USA
David Sprott, Washington State University, USA
Andrew Perkins, Washington State University, USA

Read More

Featured

Thank You = Trust Me: When Gratitude Expressions Help Promote New Products

Maria Ng, University of Houston, USA
Dejun Tony Kong, University of Houston, USA
Vanessa Patrick, University of Houston, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.