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

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.



Citation:

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.

Authors

Luke Kachersky, Baruch College/CUNY Graduate Center, USA
Hyeong Min Kim, Zicklin School of Business, Baruch College, USA



Volume

NA - Advances in Consumer Research Volume 34 | 2007



Share Proceeding

Featured papers

See More

Featured

Consumers’ Attribution of Mind to Possessions as an Impediment to Sharing

*Chi Hoang, Norwegian School of Management, Norway
Klemens Knoferle, Norwegian School of Management, Norway
Luk Warlop, Norwegian School of Management, Norway
aradhna krishna, University of Michigan, USA

Read More

Featured

Increasing Tax Salience Alters Investment Behavior

Abigail Sussman, University of Chicago, USA
Daniel Egan, Betterment
Sam Swift, Bowery Farming

Read More

Featured

Collaborative Work as Catalyst for Market Formation: The Case of the Ancestral Health Market

Burcak Ertimur, Fairleigh Dickinson University
Steven Chen, California State University, Fullerton

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.