Illeism and Decision Making

Oscar Moreno, University of Utah, USA
Himanshu Mishra, University of Utah, USA
Arul Mishra, University of Utah, USA
Illeism, or third-person self-reference, has been used throughout history by the most humble to the most powerful. Because illeism can be present during key decisions in a consumer’s life (e.g., in contracts), this research examines its influence on decision making in various domains, including altruism, risk-taking and moral-decision making.
[ to cite ]:
Oscar Moreno, Himanshu Mishra, and Arul Mishra (2013) ,"Illeism and Decision Making", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.