Johanna Hasenmaile-Aspin
AdvertisingProduct (category theory)Electronic word of mouthSocial powerComputer scienceSample (statistics)Marketing researchNarcissismBusiness studiesMass customization
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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.
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