AlterNet: Hey Under-30s Crowd, Have You Overdosed on Narcissism?

That makes "current college students more narcissistic than baby boomers and Gen-Xers," its authors conclude. (Data points between 1982 and 1990 are few, says Professor Twenge, also the author of "Generation Me.")

That quality can be amplified when school's out.

"Gen-Y is the most difficult workforce I've ever encountered, because part of them are greatest-generation great and the other part are so self-indulgent as to be genuinely offensive to know, let alone supervise," says Marian Salzman, a trendspotter and senior vice president at JWT, the global advertising agency.

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