Recognition and Resistance as Dual Pathways in Self-Relevant Advertising: The Role of Narcissistic Admiration and Rivalry

This study examined how distinct dimensions of grandiose narcissism shape responses to self-relevant video advertising framed as either recognition/validation or status challenge. Drawing on the Narcissistic Admiration and Rivalry Concept, we tested a dual-path process model in which two proximal mechanisms–perceived recognition and autonomy-related resistance (operationalized as perceived freedom threat and state reactance)–are associated with advertising-related outcomes. Community adults (N = 598) were randomly assigned to view one of two video advertisements and subsequently reported perceived recognition, resistance, and consumer responses. Recognition framing increased perceived recognition but did not directly influence consumer outcomes. Process analyses revealed distinct personality-linked patterns that were consistent with the proposed dual-path model. Narcissistic admiration was associated with more favorable attitudes toward the advertisement and brand, as well as stronger purchase intentions, indirectly through higher perceived recognition. In contrast, narcissistic rivalry showed contrasting indirect associations, with positive indirect associations through recognition alongside negative indirect associations through resistance. Moderated mediation by message framing was not supported. Overall, the findings are consistent with the view that self-relevant advertising can simultaneously activate affirmation-related and autonomy-protective processes that may partially offset one another at the aggregate level. Importantly, consumer responses appear to depend on whether the persuasive encounter is construed as authentic recognition or as an autonomy threat–an interpretive dynamic that is especially pronounced among individuals high in narcissistic rivalry.