Consumer Behaviour as Determined by Narcissism and Lack of Marital Satisfaction

Recent research in consumer psychology has tried to understand consumer behavior as influenced by society, media and needs of an individual. This paper draws on the empirical evidence that suggests that feelings of insecurity correlate with materialistic tendencies, and that materialistic people are less happy in relationships. The role of relationship satisfaction and narcissism in bringing materialistic tendencies to the fore in an individual has been examined in countless studies across the globe. It is understood that the materialists who seek happiness in possessions, not people, also exhibit narcissism along with relationship dissatisfaction and it is also established that unhappy people make good consumers. This paper throws light on how one’s relationship with their spouse can fuel materialistic desires in an individual and how narcissistic individuals seek external validation through consumption and show-off.