Do consumer choices augment narcissism? The role of self-referent processing

Kokkoris, Michail D. ORCID: and Sedikides, Constantine and Kühnen, Ulrich (2018) Do consumer choices augment narcissism? The role of self-referent processing. Self and Identity. pp. 1-26. ISSN 1529-8868

Available under License Creative Commons: Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0).

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Drawing on the choice and self-referent processing literatures, we hypothesized that the act of making consumer choices will augment narcissism, because it directs attention to the self (i.e., increases selfreferencing). Results of three experiments provided support for the proposed path from choice to narcissism via self-referencing (indirect effect), but not for the path from choice to narcissism (total effect). This pattern, first reported in Experiment 1, held only for agentic choices (e.g., products for personal use), which prompt thoughts about the self, and not for communal choices (e.g., charitable organizations), which prompt thoughts about others (Experiment 2). Also, this pattern generalized across agentic choices of public and private products (Experiment 3). We consider theoretical and practical implications.

Item Type: Article
Keywords: Choice; consumption; identity; narcissism; selfreferencing
Divisions: Departments > Marketing
Version of the Document: Published
Depositing User: Gertraud Novotny
Date Deposited: 25 Jun 2018 06:59
Last Modified: 07 Nov 2019 14:19
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