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You Reflect Me: Narcissistic Consumers Prefer Anthropomorphized Arrogant Brands

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  • Norah Awad
  • Nara Youn

Abstract

Narcissism, a human trait that is commonly associated with arrogance, affects individuals’ reactions to other people. Prior research has shown that narcissists love other narcissists just as they love their own reflections. Our research shows that the same holds true for brands that have been anthropomorphized and have arrogant brand personalities. Specifically, through three studies we demonstrate that narcissists have more positive attitudes toward brands that are arrogant but only when they are humanized, and self-congruence between the consumer and the brand mediates this effect.

Suggested Citation

  • Norah Awad & Nara Youn, 2018. "You Reflect Me: Narcissistic Consumers Prefer Anthropomorphized Arrogant Brands," Journal of the Association for Consumer Research, University of Chicago Press, vol. 3(4), pages 540-554.
    • Handle: RePEc:ucp:jacres:doi:10.1086/699206
    DOI: 10.1086/699206
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    Cited by:

    1. Shanshan Luo & Robert Hamlin, 2022. "A cross cultural comparison of brand love in consumer brand relationships: Is ‘transmissive brand love’ a potential platform for developing brand equity?," Journal of Brand Management, Palgrave Macmillan, vol. 29(5), pages 484-497, September.

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