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This research investigates the effect of narcissism on consumers’ affective reaction to advertising. Narcissists are burdened with the duality of the overinflated self-view and the vulnerability of the unrealistic ego. They tend to be paranoid of the mere introspection of self-image, because such introspection can expose the vulnerability they have been diligent to avoid. Therefore, ads that are closely relevant to the viewer’s self-image can lead to a negative affective response. Several experiments show support for this hypothesis and illustrate implications for advertising practice. Taking into consideration reports that narcissism is on the rise within the population, promotional ads that expect to encounter narcissistic consumers should consider the appeal relevant to self-image with caution, while preventive ads, such as those based on fear appeal, can benefit from enhanced relevance to this audience.

Too Close to the Ego: Narcissists’ Affective Reaction to Advertising Depends on Its Relevance to Self-Image