Implicit Egotism

People gravitate toward people, places, and things that resemble the self. We refer to this tendency as implicit egotism, and we suggest that it reflects an unconscious process that is grounded in people's favorable self-associations. We review recent archival and experimental research that supports this position, highlighting evidence that rules out alternate explanations and distinguishes implicit egotism from closely related ideas such as mere exposure. Taken together, the evidence suggests that implicit egotism is an implicit judgmental consequence of people's positive self-associations. We conclude by identifying promising areas for future research.