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iPhone as a proxy indicator of adaptive narcissism: An empirical investigation
Author(s) -
M. A. Sanjeev,
Sehrawat Anil,
P. K. Santhosh Kumar
Publication year - 2019
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.21243
Subject(s) - narcissism , psychology , exhibitionism , personality , entitlement (fair division) , social psychology , individualism , computer science , political science , computer network , law
Abstract In a consumeristic society, brands have become a signal to the identity and personality of the users. Apple Incorporate has been one of the most successful marketers, of modern times, with its iconic range of “i” devices that have a cult‐like following. The growth of “individualistic” society has also been credited with, as an important reason, for the success of the brand. Societies and people high in terms of individualism also tend to be more narcissistic. This study is an attempt to ascertain whether the use of the Apple iPhone is an indication of Narcissism. The results indicate an overall higher narcissistic score among users and aspirers of iPhone. However, iPhone users exhibit higher scores only in adaptive narcissism—indicative of leadership and authority and not in maladaptive narcissism—indicative of Entitlement Exploitativeness and Grandiose Exhibitionism; in comparison to nonusers. The results of the study have various managerial implications that may range from personality assessment to designing marketing messages and improving employee leadership and authority.