Narcissists hold an inflated view of themselves, believe they are special, unique and need to be different. Most commonly, being different among a larger group often results from indicators conveyed by the possession of products that narcissists choose to display. Narcissists are attention seekers and strongly motivated to make a good impression on their social relationships. They will build their unique image through material objects they buy and are very much motivated by what others perceived of them.
Validating their positive self-views by displaying prestige or exclusive products and associating themselves with high-status individuals are common tactics employed by this group for looking good. In doing so, they will regulate their self-esteem by increasing their apparent status and consequently earning social admiration and envy. Social media sites have been capitalised as the effective vehicles to further protrude themselves.
Research shows that higher exhibitionistic tendencies in narcissists could motivate them to use consumption as a means of signalling and showing-off to impress their circles of friends and network. Hence, purchasing and consumption of products, is an excellent opportunity for narcissists to elevate their self-positivity. They would seek for brands that impart unique value and demonstrate greater interest in exclusive and bespoke products.