(December 9, 2015) Researchers
say a rising trend in narcissism is cause for retailing and manufacturing firms
offering customizable products to rethink their marketing strategies.
Writing in the Journal of Retailing, marketing and
psychology researchers from the University St. Gallen, Washington State
University and Ruhr University Bochum offer insights into how firms can
increase the uniqueness of self-designed products by examining consumers’
narcissistic behavior.
“An increasing number of retailers and manufacturers provide
their customers with the opportunity to create individualized, unique
products,” said David Sprott, WSU marketing professor and co-author of the
study. “Our research suggests that firms should consider customers’
narcissistic tendencies as well as the ability to influence their current
states of mind to exploit the largely untapped potential of mass customization
systems.”
Driving consumers toward self-design options
The researchers focused on the automobile industry to
demonstrate how narcissism can be used to enhance marketing strategies. In this
industry, firms offer a wide range of options that allow customers to
self-design truly unique products.
Yet field evidence indicates that few shoppers fully use
these systems. For example, most consumers select standard colors (black or
white) rather than customize a car with a unique paint treatment (like volcano
red).