The Social Power of Narcissists in Mass Customization
Published on Jan 1, 2020in ACR North American Advances
· DOI :10.31234/OSF.IO/4Z9RQ
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.