How narcissism could change firms’ marketing practices

3rd March 2016, Comments 0 comments

A focus on narcissism may offer new marketing avenues for firms with mass customisable products, say Swiss researchers. In short: prompting narcissistic states could encourage consumers to choose more unique - and frequently more expensive - options. Imagine you want to buy a new car. You may go online and configure what you think is your dream model: colour black, white or grey. You don’t consider the wide range of other, more unique (and more expensive) colours, like volcano red. But if you did, it would also be to the firm’s benefit. This is where the research comes in. Cars are a good example of mass customisation, given that they are mass produced but can be customised in a cost-efficient way, via the internet. Emanuel de Bellis and Andreas Herrmann from the University of St. Gallen’s Institute for Customer Insight, as well as international colleagues, have been looking into how certain personality traits affect how and what we purchase. In particular, they ...


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