RESEARCH ARTICLE
Hatzfeld syndrome: Narcissistic postpurchase state of mind
Muhammed Bilgehan Aytaç,
Eyup Akın,
Corresponding Author
Muhammed Bilgehan Aytaç
Department of Business, Aksaray University, Aksaray, Turkey
Correspondence
Muhammed Bilgehan Aytac, Department of Business, Aksaray University, 68100 Aksaray, Turkey.
Email: [email protected]
Search for more papers by this authorEyup Akın
Department of Business, Aksaray University, Aksaray, Turkey
Search for more papers by this author
Muhammed Bilgehan Aytaç,
Eyup Akın,
Corresponding Author
Muhammed Bilgehan Aytaç
Department of Business, Aksaray University, Aksaray, Turkey
Correspondence
Muhammed Bilgehan Aytac, Department of Business, Aksaray University, 68100 Aksaray, Turkey.
Email: [email protected]
Search for more papers by this authorEyup Akın
Department of Business, Aksaray University, Aksaray, Turkey
Search for more papers by this author
[Correction added on 18 November 2020, after first online publication: Placement and in-text citation of Figure 1 were moved to Section 4: Findings]
Abstract
enAlthough consumer behavior literature has analyzed narcissistic consumers in detail, little is known about their post-purchase attitudes and behaviors. With the help of the grounded theory approach, this study investigates the post-purchase attitudes and behaviors of consumers higher in narcissism. Findings suggest that narcissistic consumers do not ruminate and thus do not feel regret about their consumption preferences. They strive to stay distinct in their product and brand preferences and hence readily engage in brand-switching behavior. Also, they are not eager to talk about product and brand preferences and react adversely to criticism of their choices. Overall the study finds that narcissistic attitudes negatively affect brand loyalty and word-of-mouth intentions. Findings are discussed alongside other theoretical explanations and empirical findings.
Résumé
frBien que les auteurs des travaux antérieurs sur le comportement des consommateurs aient analysé en détail les consommateurs narcissiques, les attitudes et les comportements de ces derniers après l'achat demeurent peu connus. Les auteurs de la présente étude utilisent l'approche de la théorie fondée sur les faits pour examiner les attitudes et les comportements post-achat des consommateurs les plus narcissiques. Il ressort des résultats que les consommateurs narcissiques ne se livrent pas des réflexions et, par conséquent, n’éprouvent pas de regret à propos de leurs préférences de consommation. Ils s'efforcent de garder leur singularité quant à leurs préférences pour les produits et les marques et sont donc enclins à changer de marque. De plus, ils ne souhaitent pas parler de leurs préférences en matière de produits et de marques et réagissent négativement aux critiques sur leurs choix. Dans l'ensemble, les auteurs de cette étude constatent que les attitudes narcissiques ont un effet négatif sur la fidélité à la marque et sur les intentions de bouche-à-oreille. Les résultats sont examinés en même temps que d'autres explications théoriques et résultats empiriques.
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