This paper discusses the societal implications of individualistic consumer identity projects, highlighting narcissism, a concept relatively neglected within consumer culture theory. Narcissism carries with it a host of societal implications, not least of which is a focus on the self and a lack of concern with the wellbeing of others.
Lambert, A., Desmond, J. and O’Donohoe, S. (2014), "Narcissism and the Consuming Self: An Exploration of Consumer Identity Projects and Narcissistic Tendencies", Consumer Culture Theory (Research in Consumer Behavior, Vol. 16), Emerald Group Publishing Limited, Bingley, pp. 35-57. https://doi.org/10.1108/S0885-211120140000016002
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