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The purpose of this study is to investigate narcissism in relation to consumer identity projects. Narcissism is rarely the focus of consumer culture studies, though it resonates with theories of individualistic, consumption-driven identities, and is argued to be a pervasive social trend within a hegemonic consumer culture that places the individual center stage. We explore these themes in the context of emerging adult identity projects given arguments about increasing narcissism in younger generations.

Identifying eight participants using the Narcissistic Personality Inventory – four with high and four with low scores – we conduct in-depth interviews to explore their identity projects, narcissistic traits, and brand relationships.

Through idiographic analysis, we find that those with lower narcissistic tendencies seem to have a communal orientation to both people and brands, whilst those with greater narcissistic tendencies tend to be individualistic and agentic. We relate the narcissistic consumer to Fromm’s “marketing character,” proposing four themes that emerge from the analysis: liquidity; an other-directed sense of self; conformity; and the commodification of self.

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.

What is the relationship between the descriptive and the normative? The usual answer, in the social sciences, is based on a sharp distinction between facts and values. This chapter reprises and radicalizes long-standing critiques of the fact/value distinction, proposes an alternative theory of ontic webs in its stead, and then uses it to delineate six different forms of public sociology. It argues that facts are value-laden and values fact-laden; that facts and values are entangled in webs of belief and practice; and that attributions of causation and moral responsibility are connected via ontological assumptions. Effective public sociology therefore requires a combination of ontological extension and moral translation.