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Comparative Study

| Published: June 25, 2016

Consumer Behaviour as Determined by Narcissism and Lack of Marital Satisfaction

Ramanpreet Kaur

Department of Psychology, Panjab University, Chandigarh Google Scholar More about the auther

, Anantdeep Kaur

Department of Laws, Guru Nanak Dev University, Amritsar Google Scholar More about the auther

DIP: 18.01.117/20160303

DOI: 10.25215/0303.117

ABSTRACT

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.

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Ramanpreet Kaur @ rpcaur@gmail.com

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ISSN 2348-5396

ISSN 2349-3429

DIP: 18.01.117/20160303

DOI: 10.25215/0303.117

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Published in   Volume 03, Issue 3, April-June, 2016

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