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

- Uniquely configured products can augment firms' product diffusion and profit margins.
- Mass customization's potential to configure unique products remains largely untapped.
- Product uniqueness is positively associated with consumers' narcissistic tendencies.
- Priming state narcissism via marketing communications increases product uniqueness.
- Firms employing mass customization should consider both trait and state narcissism.