Out of Sight, Out of Mind: on the Irrational Side of Egocentrism in Social Comparisons

Steven Chan, New York University
John Chambers, University of Florida, USA
Justin Kruger, New York University, USA
When making social comparisons, people focus on self characteristics more than on another’s characteristics. This bias has been highlighted in judgments concerning competitions, personal health risks and entrepreneurship. In contrast to normative myopia accounts, we show that this tendency is partly explained by greater salience of the self versus others.
[ to cite ]:
Steven Chan, John Chambers, and Justin Kruger (2011) ,"Out of Sight, Out of Mind: on the Irrational Side of Egocentrism in Social Comparisons", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.