The Influence of Trait and State Narcissism on the Uniqueness of Mass-Customized Products

Item Type Journal paper
Abstract Mass customization systems provide consumers with the opportunity to create unique self-designed products. To retailers and manufacturers, the segment of customers configuring unique products is of considerable interest given their potential impact on product diffusion and profits. Yet field evidence suggests that only a minority of consumers use the full potential of such systems by configuring products with unique options (e.g., a volcano red car instead of a white one). The present research shows that the uniqueness of mass-customized products depends on consumer narcissism. Specifically, we demonstrate that (a) consumers higher in trait narcissism configure more unique products (while controlling for self-esteem and need for uniqueness) and (b) state narcissism can be primed via marketing communications to influence product uniqueness. Our findings suggest that firms should consider customers' innate narcissistic tendencies, as well as the ability to influence their current states of mind, to exploit the largely untapped individualization potential of mass customization systems.
Authors de Bellis, Emanuel; Herrmann, Andreas; Sprott, David E.; Bierhoff, Hans-Werner & Rohmann, Elke
Journal or Publication Title Journal of Retailing
Language English
Subjects business studies
HSG Classification contribution to scientific community
HSG Profile Area SoM - Business Innovation
Refereed Yes
Date 2 December 2016
Publisher Elsevier
Place of Publication New York, NY
Volume 92
Number 2
Page Range 162-172
ISSN 0022-4359
ISSN-Digital 1873-3271
Publisher DOI https://doi.org/10.1016/j.jretai.2015.11.003
Depositing User Prof. Dr. Emanuel de Bellis
Date Deposited 16 Dec 2015 21:18
Last Modified 20 Jul 2022 17:26
URI: https://www.alexandria.unisg.ch/publications/246153

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de Bellis, Emanuel; Herrmann, Andreas; Sprott, David E.; Bierhoff, Hans-Werner & Rohmann, Elke (2016) The Influence of Trait and State Narcissism on the Uniqueness of Mass-Customized Products. Journal of Retailing, 92 (2). 162-172. ISSN 0022-4359

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https://www.alexandria.unisg.ch/id/eprint/246153
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