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This article examines the characteristics of a narcissist and how they relate with extravagant buying behavior as a consumer. It begins by outlining the various attributes that one would have in order to be considered a narcissist. Such attributes include; “feelings of entitlement, fantasies of glory, and needs for power and achievement” (255). These attributes are described as agentic. Additionally, the concept of narcissism is shown to correlate strongly with positive self esteem, and that this relationship harvests similar psychological benefits.
In relationship to spending, these researchers suggest that narcissistic individuals are more likely to make lavish purchases for themselves and others, in order to be perceived more highly by their counterparts and high society. Their fulfillment with shopping comes largely from the perceived “symbolic” needs versus the average consumers “utilitarian” needs from a product. By purchasing products that have some symbolic value, the narcissist is better able to validate “excessively positive self views” of himself/herself.
Due to the lack of recognition of utilitarian products, and the self-motivated needs to constantly be perceived as great, it is hypothesized that narcissists are more likely to demonstrate poor spending and purchasing habits. Given the frequent turn around of products within consumer culture, one would have to constantly research, spend, research, and spend in order keep up with what is in style.
Using these findings and claims, it can be hypothesized that within the field of advertising, reaching out to the narcissistic consumer may create the most financial gain. While it is not easy to list companies that already practice this concept, one can speculate based on various advertisements. Such speculations may include products such as Louis Vuitton, Ferrari, Tiffany’s and any other company deemed as lavish and exquisite.
In relationship to spending, these researchers suggest that narcissistic individuals are more likely to make lavish purchases for themselves and others, in order to be perceived more highly by their counterparts and high society. Their fulfillment with shopping comes largely from the perceived “symbolic” needs versus the average consumers “utilitarian” needs from a product. By purchasing products that have some symbolic value, the narcissist is better able to validate “excessively positive self views” of himself/herself.
Due to the lack of recognition of utilitarian products, and the self-motivated needs to constantly be perceived as great, it is hypothesized that narcissists are more likely to demonstrate poor spending and purchasing habits. Given the frequent turn around of products within consumer culture, one would have to constantly research, spend, research, and spend in order keep up with what is in style.
Using these findings and claims, it can be hypothesized that within the field of advertising, reaching out to the narcissistic consumer may create the most financial gain. While it is not easy to list companies that already practice this concept, one can speculate based on various advertisements. Such speculations may include products such as Louis Vuitton, Ferrari, Tiffany’s and any other company deemed as lavish and exquisite.
Cisek, Sylvia and Hart, Claire. "The I That Buys: Narcissists as Consumers". Journal of
Consumer Psychology. Lawerence Erlbaum Associates, Inc., 2007.
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