Narcissists as consumers: The effects of perceived scarcity on processing of product information

Seung Yun Lee1, Russell Seidle2
1Department of Business Administration, Hanyang University, Republic of Korea
2Desautels Faculty of Management , McGill University, Canada
Cite this article:  Lee, S. , & Seidle, R. (2012). Narcissists as consumers: The effects of perceived scarcity on processing of product information. Social Behavior and Personality: An international journal, 40, 1485-1500.

Volume 40 Issue 9 | e2594 | Published: October 2012 | DOI: https://doi.org/10.2224/sbp.2012.40.9.1485

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We examined how narcissists engage in information processing in a scarcity-related purchase situation. We proposed that narcissists would engage in purchase-related information processing in a way consistent with their conception of themselves as unique and distinctive and would tend to have a strong preference for scarce products that impart unique value. We also predicted that narcissists would tend to purchase scarce products without undertaking deliberate information processing regarding utilitarian product characteristics. We found that narcissists have a stronger preference for scarce products when compared to their nonnarcissistic counterparts and that narcissists tend to purchase scarce products without engaging in deliberate information processing regarding utilitarian product characteristics.

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