Illeism and Decision Making

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.


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, Pages: .


Oscar Moreno, University of Utah, USA
Himanshu Mishra, University of Utah, USA
Arul Mishra, University of Utah, USA


NA - Advances in Consumer Research Volume 41 | 2013

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