Implicit egotism It is perhaps not surprising that people tilt positive when asked explicitly to evaluate themselves relative to others. But research suggests that people also exhibit implicit egotism—an unconscious and subtle expression of self-esteem. Implicit egotism is illustrated in studies showing that people are quicker to associate “self” words with positive traits than with negative traits. Particularly interesting in this regard is the finding that people evaluate the letters contained within their own names more favorably than other letters of the alpha- bet. This name-letter effect is also found in people’s preferences for their own birthday numbers.
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