ABSTRACT
This chapter explores the increasingly attention seeking attitudes and behaviours of some consumers. These are seemingly thinking of and enacting themselves as if they are mini-celebrities. In contemporary cultures where celebrities are adulated, and where new technology has made celebrity more accessible, consumers are looking for renown of their own. They want to stand out before others. This consumer attention seeking is explored through a case study following tourists undertaking the Mongol Rally. These seemingly go on holiday not to look at toured sights, but in order to be looked at. Priority is upon standing out when on the road and via social media. In search of renown, such tourists are willing to dedicate significant resources and go to extreme lengths. Following on from this, the wider impacts on culture and consumption of renown are explored. The idea of narcissism normalisation is outlined. Whether consumers are becoming more narcissistic, and how this might shape their consumption attitudes and behaviours, is discussed.
