Narcissistic consumption

Abstract

This chapter is about conspicuous consumption and narcissists' proneness to it. We distinguish, in particular, between two kinds of consumer goods, luxury and mundane. Luxury goods are flashy, expensive, impractical, and often overfunctional (complicated to use). Mundane goods, on the other hand, are common looking, affordable, practical, and functional. Consumers may purchase luxury products for symbolic reasons, such as the satisfaction of self-motives, whereas they may purchase mundane products for utilitarian reasons, such as maximizing product profitability and product price ("best value for money"). Evidence indicates that narcissists prefer symbolic over mundane products (e.g., hair conditioners, mobile phones, MP3 players, sunglasses). We argue that they do so for at least four interrelated reasons. The first pertains to positive distinctiveness, such as the desire for individuation (being unique or different) and elevation (feeling privileged or of higher social rank). The second reason is materialism: symbolic product purchasing indicates financial success, wealth accumulation, and power. The third reason is the pursuit of meaning in life: symbolic purchasing contributes to perceptions of life as significant, purposeful, and coherent. The fourth and final reason is sexual signaling: symbolic product purchasing tends to increase the consumer's sexual appeal. We ask whether the narcissistic consumer can be "rehabilitated" via a self-affirmation manipulation. We conclude by highlighting the need for a more in-depth examination of the four reasons for narcissistic symbolic product purchasing and also for clarifying whether the same reasons apply to other forms of narcissism, such as vulnerable narcissism.