The effects of narcissistic admiration and narcissistic rivalry on conspicuous consumption

• Zhaochunqiu Li

  School of Education and Psychological Science, University of Jinan

Using the two-dimensional conceptualization and process model of narcissism, the process model of narcissistic status pursuit, and high-cost value signaling theory, I explored the effects and mechanisms of narcissistic admiration and narcissistic rivalry on conspicuous consumption. A simulated consumption amount allocation task was completed by 324 participants. Results showed that narcissistic admiration was directly associated with conspicuous consumption, whereas narcissistic rivalry had no significant direct association with conspicuous consumption. Both narcissistic admiration and narcissistic rivalry reduced conspicuous consumption by increasing the level of prestige, and promoted conspicuous consumption by increasing individual dominance; however, the effect of narcissistic admiration on prestige was stronger than that of narcissistic rivalry, and the effect of narcissistic rivalry on dominance was stronger than that of narcissistic admiration. Both narcissistic admiration and narcissistic rivalry promoted conspicuous consumption through the chain mediating effect of dominance and status-seeking motivation.

• Download PDF
  (USD 29)