The Social Power of Narcissists in Mass Customization

Published on Jan 1, 2020in ACR North American Advances
· DOI :10.31234/OSF.IO/4Z9RQ
Johanna Hasenmaile-Aspin , Emanuel de Bellis6
Estimated H-index: 6
,
Andreas Herrmann94
Estimated H-index: 94
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Abstract
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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