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SOCIAL BEHAVIOR AND PERSONALITY, 2012, 40(9), 1485-1500
© Society for Personality Research
/10.2224/sbp.20485
NARCISSISTS AS CONSUMERS: THE EFFECTS OF
PERCEIVED SCARCITY ON PROCESSING OF PRODUCT
INFORMATION
SEUNG YUN LEE
Hanyang University
RUSSELL SEIDLE
McGill University
We examined how narcissists engage in information processing in a scarcity-related purchase
situation. We proposed that narcissists would engage in purchase-related information
processing in a way consistent with their conception of themselves as unique and distinctive
and would tend to have a strong preference for scarce products that impart unique value. We
also predicted that narcissists would tend to purchase scarce products without undertaking
deliberate information processing regarding utilitarian product characteristics. We found
that narcissists have a stronger preference for scarce products when compared to their non-
narcissistic counterparts and that narcissists tend to purchase scarce products without
engaging in deliberate information processing regarding utilitarian product characteristics.
Keywords: narcissism, scarcity, depth of information processing, uniqueness.
Narcissists can be defined as people characterized by self-centered, self-ag-
grandizing, dominant, and manipulative tendencies (Emmons, 1987; Sedikides,
Campbell, Reeder, Elliot, 2002). The concept of narcissism was introduced
to the psychology literature by Ellis (1898), who cited the young man in Greek
mythology, Narcissus, who fell in love with his own reflection in a pool and
ultimately perished as a result of his self-preoccupation (Chatterjee
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