Chapter 7: Implicit egocentrism in consumer behavior
Category:
Handbook Chapter
Published:
05 Dec 2019
Page Range:
112–124
Collection:
Business 2019
DOI:
https://doi.org/10.4337/9781788117739.00017
Restricted access

Human beings are innately egocentric. Our self is the center of our reality. We are grounded in the here and now, as viewed through our own subjective perception. Our self informs us across myriad situations, including consumption settings. This chapter focuses on the centrality of the self at the associative level of memory, makes a case for why this centrality affects behavior and in what way, and finally, explores extant research that looks at how the centrality of the self in our knowledge about the world around us affects consumption.

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Cover Handbook of Research on Identity Theory in Marketing
Handbook of Research on Identity Theory in Marketing
Handbook
Published:
05 Dec 2019
Print ISBN:
9781788117722
eISBN:
9781788117739
DOI:
https://doi.org/10.4337/9781788117739
Pages:
c 496
Collection:
Business 2019
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Front Matter
Introduction: the long and winding road to understanding identity theory and marketing
Quick chapter overviews
Part I: The Identity Salience Principle
Part II: The Identity Association Principle
Part III: The Identity Verification Principle
Part IV: The Identity Conflict Principle
Part V: The Identity Relevance Principle
Index