Aytaç, Muhammed BilgehanAkın, Eyüp2021-06-212021-06-2120200825-0383https:/dx.doi.org/10.1002/cjas.1597https://hdl.handle.net/20.500.12451/8140Although consumer behavior literature has analyzed narcissistic consumers in detail, little is known about their post-purchase attitudes and behaviors. With the help of the grounded theory approach, this study investigates the post-purchase attitudes and behaviors of consumers higher in narcissism. Findings suggest that narcissistic consumers do not ruminate and thus do not feel regret about their consumption preferences. They strive to stay distinct in their product and brand preferences and hence readily engage in brand-switching behavior. Also, they are not eager to talk about product and brand preferences and react adversely to criticism of their choices. Overall the study finds that narcissistic attitudes negatively affect brand loyalty and word-of-mouth intentions. Findings are discussed alongside other theoretical explanations and empirical findings.eninfo:eu-repo/semantics/embargoedAccessHatzfeld SyndromeNarcissismNarcissistic ConsumptionPost-purchase RegretWounded NarcissismArticle----10.1002/cjas.1597Q2WOS:000586049200001Q4