Retired boxer Floyd Mayweather Jr. recently spent $3 million on a new Bugatti Veyron Grand Sport Vitesse.
According to an article on the Business Standard website, people with extremely high levels of narcissism routinely spend money on uniquely customized products.
The reason is because narcissists see themselves as uniquely different from others. They require customized products to boost their egos and help them stand out from their lessers.
Some car manufacturers market their products to extremely narcissistic consumers like Mayweather, whom they exploit by jacking up their prices.
“Our research suggests that firms should consider customers’ narcissistic tendencies as well as the ability to influence their current states of mind to exploit the largely untapped potential of mass customization systems,” said study co-author professor David Sprott from Washington State University (WSU).
Overall, the results showed car buyers with higher levels of narcissism selected significantly more unique and expensive cars, as did consumers in a state of narcissism.
