Quotation Kokkoris, Michail, Sedikides, Constantine, Kühnen, Ulrich. 2019. Do consumer choices augment narcissism? The role of self-referent processing. Self and Identity. 18 (5), 550-575.




Drawing on the choice and self-referent processing literatures, we hypothesized that the act of making consumer choices will augment narcissism, because it directs attention to the self (i.e., increases self-referencing). Results of three experiments provided support for the proposed path from choice to narcissism via self-referencing (indirect effect), but not for the path from choice to narcissism (total effect). This pattern, first reported in Experiment 1, held only for agentic choices (e.g., products for personal use), which prompt thoughts about the self, and not for communal choices (e.g., charitable organizations), which prompt thoughts about others (Experiment 2). Also, this pattern generalized across agentic choices of public and private products (Experiment 3). We consider theoretical and practical implications.


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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Journal article
Journal Self and Identity
Citation Index SSCI
Language English
Title Do consumer choices augment narcissism? The role of self-referent processing
Volume 18
Number 5
Year 2019
Page from 550
Page to 575
Reviewed? Y
DOI http://dx.doi.org/10.1080/15298868.2018.1486881
Open Access Y
Open Access Link https://www.tandfonline.com/doi/full/10.1080/15298868.2018.1486881


Kokkoris, Michail (Former researcher)
Kühnen, Ulrich (Jacobs University, Germany)
Sedikides, Constantine (University of Southampton, United Kingdom)
Institute for Marketing and Consumer Research IN (Details)
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