Relationships Of Narcissism And Nostalgic Consumer Behavior

Exploring consumer behavior from the perspective of self is a hot field in recent years, it has been attracting a growing concern of psychologists and marketing experts. It has been found that individuals with different qualities of self will exhibit different characteristics of cognition, emotion, motivation, and behavioral in the consumption process, especially for nostalgia consumer behavior that closely related with personal experience. Putting the narcissistic(personality) as an entry point for nostalgic consumer behavior study will help clarifying the relationship between narcissism and different types of consumer behaviors, expanding exist ing research of relationships between self and nostalgic consumer behaviors, and thereby providing preliminary data for cross-cultural comparative study between them.Two studies were conducted to explore the relationship between the narcissistic and nostalgic consumer tendencies. The results show that:(1) There are some differences of narcissism and nostalgia for different demographic subjects. As far as narcissism is concerned, it showed a significant gender difference, level of male’s narcissism levels was significantly higher than female’s. As far as nostalgia consumer behaviors is concerned, on the one hand, a person’s residence(before age 14) had a significant impact on nostalgia consumer behaviors, those who growing up in rural area displayed a stronger tendency of nostalgia both for personal nostalgia and collective nostalgia. On the other hand, whether one is the only child of his(her) family or not had a significant influence on nostalgia consumer behaviors, collective nostalgia of child with siblings is significantly higher than the only child;(2) It displayed positive relationships between narcissism and nostalgic consumer behavior. Different types of narcissism showed a different level of nostalgic consumer behavior, compared with lower narcissist, higher narcissists displayed more personal nostalgia consumer behavior(except the willingness to buy), while the level of collective nostalgia consumption behavior did not show a significant difference between lower and higher narcissists.