Sukadeva Gosvami told Maharaja Pariksit that every living entity is actually most attached to his own self. Outward paraphernalia such as home, family, friends, country, society, wealth, opulence and reputation are all only secondary in pleasing the living entity. They please only because they bring pleasure to the self. For this reason, one is self-centered and is attached to his body and self more than he is to relatives like wife, children and friends. If there is some immediate danger to one's own person, he first of all takes care of himself, then others. That is natural. That means he loves his own self more than anything else.
The next important object of affection, after his own self, is his material body. A person who has no information of the spirit soul is very much attached to his material body, so much so that even in old age he wants to preserve the body in so many artificial ways, thinking that his old and broken body can be saved. Everyone is working hard day and night just to give pleasure to his own self, under either the bodily or spiritual concept of life. We are attached to material possessions because they give pleasure to the senses or to the body. The attachment to the body is there only because the "I," the spirit soul, is within the body.
Similarly, when one is further advanced, he knows that the spirit soul is pleasing because it is part and parcel of Krsna. Ultimately, it is Krsna who is pleasing and all-attractive. He is the Supersoul of everything. And in order to give us this information, Krsna descends and tells us that the all-attractive center is He Himself. Without being an expansion of Krsna, nothing can be attractive.
Krsna Book 14: Prayers Offered by Lord Brahma to Lord Krsna