Chapter 7: Implicit egocentrism in consumer behavior
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.

You are not authenticated to view the full text of this chapter or article.

Access options

Get access to the full article by using one of the access options below.

Other access options

Redeem Token

Institutional Login

Log in with Open Athens, Shibboleth, or your institutional credentials

Login via Institutional Access

Personal login

Log in with your Elgar Online account

Login with your Elgar account