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Just my luck:: Narcissistic admiration and rivalry differentially predict word of mouth about promotional games

Just my luck:: Narcissistic admiration and rivalry differentially predict word of mouth about promotional games
Just my luck:: Narcissistic admiration and rivalry differentially predict word of mouth about promotional games
We examine the role of narcissistic admiration and rivalry in consumers’ word of mouth about promotional games. We show that, although narcissistic admiration and rivalry are both positively associated with belief in good luck (Study 1), their associations with word of mouth in reference to a retailer diverge when consumers lose a chance-based promotional game (Study 2). Specifically, when consumers lose (but not win), narcissistic admiration is associated with more favorable word of mouth (i.e., leaving a positive review on a website), whereas narcissistic rivalry is associated with less favorable word of mouth. These diverging effects vary depending on the effort that consumers exert to participate in the game (Study 3), and are informed by authentic and hubristic pride (Study 4). Positive and negative affect do not account for the findings. The results provide further evidence of the distinct processes motivating self-enhancement among consumers higher in narcissistic admiration and rivalry.
hubris, lottery, narcissism, narcissistic admiration, narcissistic rivalry, pride, word of mouth
0148-2963
374 - 388
Kirk, Colleen P.
4a0c3903-f9d1-49a7-b3a7-99eb5ea7d66f
Peck, Joann
0301c1a8-9603-474a-91e9-e27d10003ad6
Sedikides, Constantine
9d45e66d-75bb-44de-87d7-21fd553812c2
Hart, Claire
e3db9c72-f493-439c-a358-b3b482d55103
Kirk, Colleen P.
4a0c3903-f9d1-49a7-b3a7-99eb5ea7d66f
Peck, Joann
0301c1a8-9603-474a-91e9-e27d10003ad6
Sedikides, Constantine
9d45e66d-75bb-44de-87d7-21fd553812c2
Hart, Claire
e3db9c72-f493-439c-a358-b3b482d55103

Kirk, Colleen P., Peck, Joann, Sedikides, Constantine and Hart, Claire (2022) Just my luck:: Narcissistic admiration and rivalry differentially predict word of mouth about promotional games. Journal of Business Research, 150, 374 - 388. (doi:10.1016/j.jbusres.2022.06.004).

Record type: Article

Abstract

We examine the role of narcissistic admiration and rivalry in consumers’ word of mouth about promotional games. We show that, although narcissistic admiration and rivalry are both positively associated with belief in good luck (Study 1), their associations with word of mouth in reference to a retailer diverge when consumers lose a chance-based promotional game (Study 2). Specifically, when consumers lose (but not win), narcissistic admiration is associated with more favorable word of mouth (i.e., leaving a positive review on a website), whereas narcissistic rivalry is associated with less favorable word of mouth. These diverging effects vary depending on the effort that consumers exert to participate in the game (Study 3), and are informed by authentic and hubristic pride (Study 4). Positive and negative affect do not account for the findings. The results provide further evidence of the distinct processes motivating self-enhancement among consumers higher in narcissistic admiration and rivalry.

Text
Kirk et al., 2022, JBR - Accepted Manuscript
Restricted to Repository staff only until 19 June 2025.
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More information

Accepted/In Press date: 4 June 2022
e-pub ahead of print date: 19 June 2022
Keywords: hubris, lottery, narcissism, narcissistic admiration, narcissistic rivalry, pride, word of mouth

Identifiers

Local EPrints ID: 467381
URI: http://eprints.soton.ac.uk/id/eprint/467381
ISSN: 0148-2963
PURE UUID: 338776a6-c4fa-4fe7-bc1b-c242e0312785
ORCID for Constantine Sedikides: ORCID iD orcid.org/0000-0003-4036-889X
ORCID for Claire Hart: ORCID iD orcid.org/0000-0003-2175-2474

Catalogue record

Date deposited: 07 Jul 2022 17:11
Last modified: 08 Jul 2022 01:38

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Contributors

Author: Colleen P. Kirk
Author: Joann Peck
Author: Claire Hart ORCID iD

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