The Impact of Narcissism and Aggressiveness on Consumers Decision Making Styles: A Comparative Study of Head Vs Heart

Abstract

The mounting competition in today’s modern era once again forces marketers to revisit the decision-making styles of different customers. Accordingly, there appears to be a consensus among the academic community and the marketing practitioners that understanding the decision making pattern of different customer groups has become an imperative. It appears that the existing viewpoints attempt to overgeneralize about the different types of decision-making styles. It is rather plausible to think that different customers make decisions in a varied manner. It has been highlighted time and again that consumer decision-making style is not only based on their perceptions, but also on their self-egotism, their self-representation, and also on aggressiveness (reference). However, the available corpus of scholarship appears to be scarce in linking the consumer decision-making style with specific personality traits. Particularly, there appears to be a scholarly void in examining the link between decision-making styles and consumers who have narcissistic tendencies. Moreover, the decision making style in coordination with aggressiveness is scarcely studied particularly in context of developing socio-economic contexts. In view of the similar, the present thesis attempt to fill the aforementioned void in marketing scholarship by designing a comprehensive empirical research design. This research conceptual model aims to look the impact of narcissism and aggressiveness on consumer decision-making styles. Where narcissism and aggressiveness are the two independent variables of this conceptual model. On the other hand, consumer decision-making style is dependent variable. This research specified the consumer decision-making style as emotional decision-making style. Now the basic aim of this model is to look at whether or not narcissistic and aggressive people are emotional decision makers Based on our results we conclude that narcissistic people are emotional decision-makers and it means they are not rational decision-makers. On the other hand, according to the results the study also found that the aggressive people decision-making style is emotional one, which means that aggressive decision-makers make their decisions based on emotional aspects and not on rational aspects. Further, this study will use SPSS for analysis of data. In addition, this study will run regression, correlation, and reliability, descriptive and demographic analysis