8 ways your inner narcissist leads you to poor shopping decisions

Don’t fall for deceptive ads to soothe your self-esteem. Instead, learn advertisers’ tricks and avoid them with these tips.

Professor of Marketing Naomi Mandel and her fellow researchers investigated the Compensatory Consumer Behavior Model that suggests “consumption provides significant psychological value beyond the mere functional utility offered by products and services.”

In this post on Psychology Today on Nov. 28, 2017:

Mandel and her fellow researchers believe that it’s self-discrepancy that lies at the heart of your most irrational consumer purchases. If you’re to avoid the efforts of advertisers to tap into these feelings, you need to work hard to reduce the perceived discrepancy.