Understanding narcissistic spending: The connections between narcissistic personality traits and conspicuous consumption

Abstract

The present study explored potential factors that may mediate the relationship between narcissism and conspicuous consumption, as the underlying reasons for this connection remain uncertain. Specifically, we investigated the following variables as potential mediators of the links between narcissistic personality traits and conspicuous consumption: consumer need for uniqueness, materialism, approval seeking, material meaning, consumer sexual signaling, and need for social status. In a sample of 2,944 Israeli community members, our study revealed that extraverted, antagonistic, neurotic, and communal narcissism frequently exhibited positive indirect connections with conspicuous consumption through these mediating factors, with the most robust associations often being observed for antagonistic narcissism. However, a clear departure from this pattern became apparent when the anticipated mediation of the connections between narcissistic personality traits and conspicuous consumption via the need for social status did not unfold as predicted. In contrast, extraverted, antagonistic, and communal narcissism exhibited negative indirect associations with conspicuous consumption through the need for social status. Collectively, these findings indicate both commonalities and distinctions in how narcissistic personality traits are associated with conspicuous consumption via specific mediators. The discussion delves into the significance of these outcomes in shedding light on why conspicuous consumption holds allure for individuals with narcissistic tendencies.