| Article ID | Journal | Published Year | Pages | File Type |
|---|---|---|---|---|
| 10438955 | Journal of Retailing | 2016 | 11 Pages |
Abstract
- 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.
Keywords
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Marketing
Authors
Emanuel de Bellis, David E. Sprott, Andreas Herrmann, Hans-Werner Bierhoff, Elke Rohmann,