Drawing on the choice and self-referent processing literatures, we hypothesized that the act of making consumer choices will augment narcissism, because it directs attention to the self (i.e., increases selfreferencing). Results of three experiments provided support for the proposed path from choice to narcissism via self-referencing (indirect effect), but not for the path from choice to narcissism (total effect). This pattern, first reported in Experiment 1, held only for agentic choices (e.g., products for personal use), which prompt thoughts about the self, and not for communal choices (e.g., charitable organizations), which prompt thoughts about others (Experiment 2). Also, this pattern generalized across agentic choices of public and private products (Experiment 3). We consider theoretical and practical implications.

The Purpose of this study is try to discussion the social meaning, when the Starbucks Coffee Chain Stores into the Kaohsiung city has been made the great accomplishment in the two years recently. The core of the issue is ¡uwhy consumer into the Starbucks Coffee Chain stores¡v,we expand the consumer¡¦s experience ¡Bfeeling and their viewpoint to understand consumption content. Besides, we distinction the consumer type to show the consumption phenomena, and search the ¡uglobal-local¡vpresent meaning in the sociology. We finding that consumers not only attempt to build the social interaction in their everyday life, but also the commodity and human social relationships, through the frame analysis¡]including the expression¡Bpresentation¡Bimagination¡^, the consumers experience a way of life. On the other hand, they also make display or flaunt. The Starbucks Coffee Shop using the brand in the globalization development in the world to build the one¡¦s own fix position. So that, we may infer people¡¦s consumption identification has been formatted. According to the investigation of consumers at branch stores of Starbucks coffee chain stores with 3 branch stores in kaohsiung city, we finding the main consumers is female, single, 21~30 age, the education level is university, profession administrative staff, income between the $3,0001~$5,0001.We conjecture that female have the higher consumption identification than male. Deserve to be mentioned that consumers invisible or sedulously is imitated the city of Taipei to build the consumption identification effect in their consumption activities in the Starbucks coffee chain stores in kaohsiung city, we have merit to the objective or the impartial discourse in the field of the consumption research in the future.