Help Narcissists Save Money The Study of Narcissism, Artistic Skills, Brand-name and Expensive Product Need

Proud Arunrangsiwed; Panprae Bunyapukkna

ผู้แต่ง

Proud Arunrangsiwed Assistant Professor Dr., Independent Researcher
Panprae Bunyapukkna Lecturer, College of Communication Arts, Suan Sunandha Rajabhat University

คำสำคัญ:

narcissism , ability to modify goods, product, brand-name, uniqueness

บทคัดย่อ

The current study aimed to test the influence of narcissism on brand-name and expensive product need, both directly and indirectly, mediated by ability to modify goods and unique-product need. Questionnaire was used for the data collection. Two-hundred and eighty respondents were selected by using cluster sampling from 50 districts in Bangkok, Thailand. Seven districts were selected and 40 respondents from each were asked to fill in the questionnaire.

The results from path analysis reveal that the ability to modify goods can somehow prevent narcissists to purchase both brand-name and expensive products, since this ability helps them to create their own unique goods. The uniqueness might be what the narcissists actually need. This could imply that narcissists might not really need to own brand-name products. Future studies should conduct an intervention to improve narcissists’ skills in arts and crafts, or suggest other strategies for them to be economically unique.

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