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The purpose of the study was to investigate whether the effect of priming depends on the personality of the individual. Participants performed a priming task involving the word “love” and then responded to the items in the Narcissistic Personality Inventory-35 (NPI-35), an inventory used to measure narcissism. As an indicator of their altruism, participants were then asked a question regarding their willingness to help another person. The result was that a significantly greater percentage of participants in the high narcissism group expressed a willingness to help. This result can be explained by the theory of self-presentation.

Priming the Word “Love” Has a Bigger Effect on Narcissists