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http://dx.doi.org/10.5850/JKSCT.2018.42.6.897

How Does Narcissist Cope with Close Others' Mimicry Buying of Fashion Products? -Differentiation Strategies according to Social Status of Mimickers-  

Kim, Eung Tae (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University)
Jang, Ju Yeun (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University)
Park, Jisoo (The Research Institute of Human Ecology, Seoul National University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.42, no.6, 2018 , pp. 897-908 More about this Journal
Abstract
This study investigates the effect of mimicry buying on differentiation behavior in the context of fashion product consumption. Merging insights from social identity theory, optimal distinctiveness theory and previous research on narcissism, this article presents ingroup-outgroup categorization, narcissistic tendency and social status to serve as boundary conditions of this effect. Experiment 1 supports the hypothesis that more differentiation behavior against mimicry buying is reinforced when the mimicker is an in-group member compared to an out-group member. Based on this result, we conducted Experiment 2 to understand the effect of narcissistic tendency and mimicker's social status on differentiation behavior in the in-group context. The results show that the effect of narcissistic tendency on differentiation behavior is mediated by a perceived distinctiveness threat when the mimicker is an in-group member. In addition, this mediating effect is moderated by the mimicker's social status. Narcissistic tendencies have a direct negative effect on differentiation behavior when the mimicker is an in-group member with a high social status. However, high narcissistic tendency induces a more distinctiveness threat when the mimicker is an in-group member with a low social status. This then results in a greater differentiation behavior. Implications for marketers and suggestions for future research are also discussed.
Keywords
Narcissism; Mimicry buying; Differentiation behavior; Social status; Distinctiveness threat;
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