Do consumer choices augment narcissism? The role of self-referent processing

Drawing on the choice and self-referent processing literatures, we hypothesized that the act of making consumer choices will augment narcissism, because it directs attention to the self (i.e., increases self-referencing). Results of three experiments provided support for the proposed path from choice to narcissism via self-referencing (indirect effect), but not for the path from choice to narcissism (total effect). This pattern, first reported...