From Egotism to Averseness: the Role of Implicit Self Judgments in Seller Choice

Luke Kachersky, Baruch College/CUNY Graduate Center, USA
Hyeong Min Kim, Zicklin School of Business, Baruch College, USA
Actual bidders in Internet auctions were more likely to participate in auctions when sellers’ screen names had the same first character as their own screen name. This is a case of implicit egotism, whereby people gravitate toward things that resemble the self, and the first such case to be driven by a non-birth given characteristic. However, bidders were less likely to win higher-priced auctions under the same conditions. We propose that this reversal of implicit egotism is due to the salience of risk that may have negative implications for the self.
[ to cite ]:
Luke Kachersky and Hyeong Min Kim (2007) ,"From Egotism to Averseness: the Role of Implicit Self Judgments in Seller Choice", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 362-364.