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Narcissists as Consumers: The Effects of Perceived Scarcity on Processing of Product Information

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Abstract:

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 non-narcissistic counterparts and that narcissists tend to purchase scarce products without engaging in deliberate information processing regarding utilitarian product characteristics.

Keywords: DEPTH OF INFORMATION PROCESSING; NARCISSISM; SCARCITY; UNIQUENESS

Document Type: Research Article

DOI: https://doi.org/10.2224/sbp.2012.40.9.1485

Publication date: 2012-10-01

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