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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