Handbook of Research on Identity Theory in Marketing
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Handbook of Research on Identity Theory in Marketing

Edited by Americus Reed and Mark Forehand

The Handbook of Research on Identity Theory in Marketing features cutting-edge research that delves into the origins and consequences of identity loyalty and organizes these insights around five basic identity principles that span nearly every consumer marketing subdomain. This Handbook is a comprehensive and state of the art treatment of identity and marketing: An authoritative and practical guide for academics, brand managers, marketers, public policy advocates and even intellectually curious consumers.
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Chapter 7: Implicit egocentrism in consumer behavior

Scott Connors and Andrew W. Perkins


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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