The money attitude of covert and overt narcissists

Ng, Henry Kin Shing; Tam, Kim‐Pong; Shu, Tse-Mei

doi:10.1016/j.paid.2011.03.036

Cited by 25 publications

(19 citation statements)

References 35 publications

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“…Thus, vulnerable narcissists may engage in conspicuous consumption to seek others’ approval. They may seek such approval for fear of negative social evaluation, that is, as a way to avoid social disapproval, as research shows that fear of negative social evaluation mediates the relationship between vulnerable narcissism and the power‐prestige money attitude (i.e., the use of money to dominate others), a characteristic behavior of conspicuous consumption (Ng, Tam, & Shu, ). Hence:…”

Section: Theory and Hypothesesmentioning

confidence: 99%

Seeking attention versus seeking approval: How conspicuous consumption differs between grandiose and vulnerable narcissists

Neave

Tzemou

Fastoso

2020

Psychology and Marketing

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Narcissism, a personality trait characterized by entitlement and conceit, is increasingly prevalent in society. Two subtypes of narcissism exist: grandiose narcissism (characterized by arrogance and dominance) and vulnerable narcissism (characterized by social insecurity and overreliance on others' feedback). We posit that both narcissistic subtypes will engage in ostentatious, showy purchases, that is, conspicuous consumption. Since the two subtypes differ so profoundly in their self-esteem regulation strategies, we further posit that their motivations to consume conspicuously may vary. Specifically, we hypothesize that grandiose narcissists' conspicuous consumption will be driven by their need-foruniqueness, whilst that of vulnerable narcissists by their need to avoid social disapproval.We test our hypotheses using data obtained from 382 participants. Our results support our expectations that both narcissism subtypes predict conspicuous consumption and that the relationship between grandiose narcissism and conspicuous consumption is mediated by their need-for-uniqueness. Meanwhile, we find that approval-seeking (AS) is only a marginally significant mediator of vulnerable narcissism and conspicuous consumption in females. We discuss theoretical and managerial implications.

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Section: Theory and Hypothesesmentioning

confidence: 99%

Seeking attention versus seeking approval: How conspicuous consumption differs between grandiose and vulnerable narcissists

Neave

Tzemou

Fastoso

2020

Psychology and Marketing

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“…That study does not report whether each group also scored low on the alternative dimension of narcissism. Hence, as overt and covert narcissism are weakly yet significantly correlated (e.g., Ng et al, 2011), it is possible that at least some respondents in the overt/covert narcissism groups in the study by Kang and Park (2016) also scored high on the alternative form of narcissism, thus limiting the comparability of results across the two studies. In any case, given the limited knowledge available on the luxury brand behavioral outcomes of overt versus covert narcissism, more research will be needed to validate all findings so far unearthed.…”

Section: Theoretical Contributionsmentioning

confidence: 99%

“…Narcissistic consumers show great interest in products’ symbolic rather than utilitarian values and they frequently sacrifice the latter for the former (Lee et al., ; Sedikides et al., ). Moreover, narcissists are likely to satisfy their inner pursuit of power and prestige with money (Ng, Tam, & Shu, ). This study advances knowledge on narcissistic consumption as it relates to luxury brands.…”

Section: Introductionmentioning

confidence: 99%

“…In contrast, covert narcissism is marked by largely unconscious feelings of grandeur and openly displayed lack of self‐confidence which make them appear as “hypersensitive, anxious, timid, and insecure even though, on close contact, they oftentimes surprise others with grandiose fantasies” (Wink, , p. 591). Further, overt narcissists exhibit high self‐esteem and a strong pursuit of social success (Ng et al., ) while covert narcissists have low self‐esteem, worry about how others evaluate them, and thus experience constant feelings of insecurity, anxiety, and inferiority (Rhodewalt & Eddings, ). As a consequence, covert narcissists tend to be aggressive and defensive about social evaluations (Hendin & Cheek, ).…”

Section: Introductionmentioning

confidence: 99%

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The “little emperor” and the luxury brand: How overt and covert narcissism affect brand loyalty and proneness to buy counterfeits

Fastoso

Bartikowski

Wang

2018

Psychology and Marketing

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The authors build on approach‐avoidance motivations theory to investigate the relationship between narcissism and luxury brand consumption. Narcissistic consumers, that is, those showing excessive conceit, are prone to consuming high‐prestige products and are thus attractive targets for luxury brands. Yet despite research in psychology distinguishing two types of narcissism, overt (or grandiose) and covert (or vulnerable) narcissism, little is known about how luxury consumption varies by these forms of narcissism. This paper focuses on Chinese Generation Y consumers to examine how overt and covert narcissism differ in their effects on luxury brand loyalty and proneness to purchase counterfeits as well as the moderating role of brand‐image self‐image congruity on the relationship between overt/covert narcissism and brand loyalty. Findings highlight the need for marketers to understand narcissistic targets more clearly in order to develop successful strategies to foster brand loyalty and diminish counterfeit consumption.

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“…[7] added that money is a means of existence to get education and educate children, in other word, money is a source of energy, but at the same time can cause conflicts, wars and quarrel. Yamauchi and Templer revealed the essence of the various meanings of money in his MAS, Money Attitude Scale [14]. MAS has been validated as a multidimensional scale with 4 major dimensions, Yamauchi and Templer named the dimensions as "Power-Prestige", "Retention Time", "Distrust" and "Anxiety".…”

Section: Money Attitudementioning

confidence: 99%

Influence on Emotional Intelligence through Money Attitude against Consumptive Behavior of Student

2018

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The research objective is to understand the influence on emotional intelligence through money attitude against consumptive behavior of student. The method used in this research was descriptive verification method with ex post facto and survey approach. The research held in Bandar Lampung City. Data collection technique were conducted by using questionnaires. Sampling technique in this study is Proportional Stratified Random Sampling, the number of samples as many as 165 students. The result showed 1) there is influence on emotional intelligence againts consumptive behavior of students in Bandar Lampung. The calculation obtained the coefficient of ρYX path was 0.289 which means the magnitude of influence on emotional intelligence against consumptive behavior as many as 0.289 or 28.9%. 2) The value of influence on emotional intelligence against consumptive behavior indirectly was obtained 5.15 %. In other words, emotional intelligence through money attitude has the role of the consumptive behavior of students.

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The money attitude of covert and overt narcissists

Cited by 25 publications

References 35 publications

Seeking attention versus seeking approval: How conspicuous consumption differs between grandiose and vulnerable narcissists

Seeking attention versus seeking approval: How conspicuous consumption differs between grandiose and vulnerable narcissists

The “little emperor” and the luxury brand: How overt and covert narcissism affect brand loyalty and proneness to buy counterfeits

Influence on Emotional Intelligence through Money Attitude against Consumptive Behavior of Student

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