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"Vanity"
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Appearance vanity or achievement vanity: which better predicts young consumers’ decision-making orientations?
Purpose
This study aims to operationalize consumer decision-making styles as higher-order constructs and investigates the influence of two distinct subdimensions of consumer vanity – namely, appearance vanity and achievement vanity – on consumer decision-making orientations (CDMO).
Design/methodology/approach
Using data from an online survey of 319 young adults, the authors construct a higher-order structural model capturing the following three orientations: social/conspicuous, utilitarian and undesirable. The partial least squares structural equation modeling approach was used to test the validity of the higher-order structural model and the hypothesized relationships.
Findings
Results, confirming the higher-order structure of consumer decision-making styles, highlight the distinctive impacts of the vanity dimensions on different CDMOs. Specifically, appearance vanity predominantly affects social and undesirable orientations, and achievement vanity influences utilitarian orientation.
Originality/value
While several theoretical classifications of consumer decision-making styles have been proposed in the past, none of the earlier studies leveraged those classifications as higher-order models. Addressing this literature gap, this study provides empirical evidence associating CDMOs with a specific consumer trait – vanity – thereby validating the higher-order nature of consumer decision-making styles.
Journal Article
Feeling the values: How pride and awe differentially enhance consumers’ sustainable behavioral intentions
Building on prior work examining discrete emotions and consumer behavior, the present research proposes that consumers are more likely to engage in the target sustainable behavior when marketers use an emotional appeal that matches the brand’s expressed values or one that is congruent with consumers’ value priority. In particular, we focus on two contrasting positive emotions—pride and awe. We show that the effectiveness of pride and awe appeals depends on the corresponding human values. Specifically, pride increases sustainable behavior and intentions when the self-enhancement value is prioritized; and awe increases sustainable behavior and intentions when the self-transcendence value is prioritized. Importantly, this interaction can be explained by enhanced self-efficacy. We demonstrate these effects across six studies, including a field study. Our findings contribute to a better understanding of sustainable consumption, reconcile prior research, and provide practical guidance for marketers and policy-makers.
Journal Article
The king's chessboard
A proud king, too vain to admit what he does not know, learns a valuable lesson when he readily grants his wise man a special request.
Book
Role of consumer vanity and the mediating effect of brand consciousness in luxury consumption
Purpose
There has been substantial research on luxury globally, but there is a dearth of studies empirically investigating the key relationships affecting luxury consumption. The aim of this paper is to consider the role of consumer vanity and brand consciousness and to set their relationships in context of luxury consumption.
Design/methodology/approach
To measure consumer vanity, brand consciousness, attitude towards luxury brands and purchase intentions, pre-established scale items were adopted. Self-administered questionnaires were distributed through luxury exhibitions and festivals in major cities of India. A sample of n = 342 luxury consumers was analysed using structural equation modelling.
Findings
The findings support that brand consciousness is mediating the relationship between consumer vanity and luxury consumption. Luxury consumers are primarily driven by achievement vanity. They are likely to evaluate luxury brands based on their price, fame and their ability to portray their professional achievements. They incur unreasonable costs to acquire the expensive, famous and prestigious luxury brands and conspicuously consume them to display their success and accomplishments.
Research limitations/implications
The study provides an in-depth explanation of how consumer vanity is leading to consumption of luxury brands. The marketers may benefit by focussing on promotion of their brand's symbols and logos than on specific product features.
Originality/value
This is the first empirical examination understanding the mediating effect of brand consciousness as a mediator between consumer vanity and luxury consumption.
Journal Article
The fate of Fausto : a painted fable
A selfish man sets out to prove that he is the boss of everything he surveys.
Book
I’m So Proud of Myself: The Associations of Narcissism and Pride with Creativity
In this study, we examined the relationships between creativity and two distinct personality traits–narcissism and pride. Existing literature suggests that these traits are positively related to creativity; however, previous findings have been based primarily on self-reports. We extended this line of research by including both self-ratings (N = 265) and evaluations provided by independent observers (N = 261). Our results supported a positive link between self-reported creativity and both agentic narcissism and authentic pride. However, this self-perceived connection was not reflected in external evaluations, highlighting a discrepancy between self-perception and others' judgements. Specifically, authentic pride showed a robust positive association with creativity in both self- and observer-reports, emphasizing its genuine and reliable nature. In contrast, the connection between agentic narcissism and creativity appeared only in self-reports and was absent in observer data.
Journal Article
The little prince
A pilot who has crash-landed in the desert awakes to see an extraordinary little boy. 'Please,' asks the stranger, 'will you draw me a little lamb!' Baffled by the little prince's incessant questioning, the pilot pulls out his pencil, and starts to draw. As the little prince prince's curiosity takes them further on their journey, the pilot is able to piece together an understanding of the tiny planet from which the prince has come and of his incredible travels across the universe.
Book
A Narcissism/Vanity Distinction? Reassessing Vanity Using a Modern Model of Narcissism Based on Pride, Empathy, and Social Behaviors
The primary purpose of this study is to evaluate the role of vanity in its longstanding theoretical association with narcissism. This is particularly germane, as the conceptualization and measurement of narcissism have evolved in recent years. This is observed in the development of spectrum and/or dimensional models of narcissism, concomitant with the conceptual developments of vanity that have emerged since its original inclusion in the Narcissism Personality Inventory. Specifically, our research question evaluated whether vanity remains as traditionally construed, i.e., as a facet of narcissism, or is better conceptualized as a distinct construct separated from the earlier models of narcissism and therefore provide novel implications in understanding personality and social behavior. Based on the traits of pride, empathy, and several social behavior variables, it was hypothesized that a differentiation between narcissism and vanity would be observed. The participants were 441 undergraduate students from a large public midwestern university who participated in a self-report online survey. Correlation and regression analyses were conducted. The results revealed that the characterization of vanity is limited to pride and an absence of empathy and social behavior. Findings reaffirm behavior patterns of grandiose and vulnerable narcissism regarding selflessness, image management, and sensitivity to others. The core motivations of vanity are explicated as based on social comparison theory to assess one’s subjective and/or objective value though it is not characterized as a “social” trait or by social behavior, in contrast to how narcissism is characterized. Based on our findings and an improved understanding of the narcissism model, we conclude that vanity is more closely related to the grandiose dimension of narcissism and discuss how the underlying motivations of vanity improve our understanding of grandiose narcissism. We discuss the implications that these findings provide to the developing, modern conceptualizations of narcissism and affirm and expand our understanding of vanity in personality.
Journal Article