Differences in buying behavior of self-lovers according to the form of self-love

• Jae Won Hwang

  Seoul National University

• Seo Young Kim

  Seoul National University

We assessed whether or not individuals high in narcissism and those with high self-efficacy showed different behaviors in buying situations, by collecting quantitative responses to scenarios using an online questionnaire. The Study 1 participants comprised 133 students at universities offering 4-year college courses and Study 2 participants were 83 workers and 15 university students. Results of Study 1 showed that narcissists depended more on visual information whereas people with high self-efficacy depended more on attribute information. In particular, covert, unlike overt, narcissists depended on visual information in private buying situations. In contrast, people with high self-efficacy were found to depend on attribute information in public buying situations in which they could display their ability to others. In Study 2, behavioral differences were verified between narcissists and people with high self-efficacy depending on display methods. Narcissists preferred brand displays, whereas people with high self-efficacy preferred product displays.

1. Jae Won Hwang, Seoul National University

   Department of Consumer Behavior and Marketing

2. Seo Young Kim, Seoul National University
   Department of Consumer Behavior and Marketing

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