“…Numerous research studies have shown that a self-concept threat can enhance implicit egotism; for example, threat can increase name-letter preferences (Brownlow et al, 2007;Jones et al, 2002;Koole, Smeets, van Kippenberg, & Dijksterhuis, 1999), increase consumer brand choices that are similar to one's name (Brendl, Chattopadhyay, Pelam & Carvallo, 2005) increase implicit self-esteem using reaction-time measures (Rudman, Dohn, & Fairchild, 2007), and increase the perceived attractiveness of similar others (Jones et al, 2004;Xinyue et al, 2006). On the other hand, the effects of implicit egotism are attenuated (or even disappear altogether) when people are provided with selfaffirmation (Koole et al, 1999;Brendl et al, 2005;Xinyue et al, 2006;Rudman et al, 2007).…”