Handbook of Research on Identity Theory in Marketing
Show Less

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.
Buy Book in Print
Show Summary Details
You do not have access to this content

Chapter 7: Implicit egocentrism in consumer behavior

Scott Connors and Andrew W. Perkins

Abstract

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.

Elgaronline requires a subscription or purchase to access the full text of books or journals. Please login through your library system or with your personal username and password on the homepage.

Non-subscribers can freely search the site, view abstracts/ extracts and download selected front matter and introductory chapters for personal use.

Your library may not have purchased all subject areas. If you are authenticated and think you should have access to this title, please contact your librarian.


Further information

or login to access all content.