The social sciences in general and consumer research in particular have been detrimentally hampered by the presumption of self‐interest as an exclusive foundation of human behavior. As a result, conduct that fails to conform to the self‐interest paradigm has often been ignored, or worse, grossly twisted to fit the dominant categorizations. This article attempts to revisit the self‐interest assumption and renegotiate the subsequent interpretations of other‐centered behavior. An open dialogue concerning these pressing issues involves investigating the fundamental conceptions of self, other, and identity. Such a discussion enables a critical review of existing consumer research of other‐centered behavior and invites new lines of consumer research. More important, it compels one to openly consider the place of self/other relationship in contemporary consumer culture(s).