Too Close to the Ego: Narcissists’ Affective Reaction to Advertising Depends on Its Relevance to Self-Image
研究发现自恋者对与自我形象高度相关的广告会产生负面情绪，因为这类广告会暴露他们不愿面对的自我脆弱性，对广告策划和预防性广告设计有启示。
This research investigates the effect of narcissism on consumers’ affective reaction to advertising. Narcissists are burdened with the duality of the overinflated self-view and the vulnerability of the unrealistic ego. They tend to be paranoid of the mere introspection of self-image, because such introspection can expose the vulnerability they have been diligent to avoid. Therefore, ads that are closely relevant to the viewer’s self-image can lead to a negative affective response. Several experiments show support for this hypothesis and illustrate implications for advertising practice. Taking into consideration reports that narcissism is on the rise within the population, promotional ads that expect to encounter narcissistic consumers should consider the appeal relevant to self-image with caution, while preventive ads, such as those based on fear appeal, can benefit from enhanced relevance to this audience.