It seems to me the answer depends on the number of dimensions.
Suppose 3D:
$$ I=e_1e_2e_3 $$
then
$$ e_1I = e_1e_1e_2e_3 = -e_1e_2e_1e_3 = e_1e_2e_3e_1=Ie_1 $$
But if 2D:
$$ I=e_1e_2 $$
then
$$ e_1I=e_1e_1e_2=-e_1e_2e_1=-Ie_1 $$
Is this correct, it depends on if the algebra is odd or even dimensions? I have read a couple of books on geometric algebra, but I never notice this distinction being mentioned. I am afraid I may be doing something incorrect here?
You are right that this depends on the dimension:
$$ v I = (-1)^{N-1} I v, $$
where $v$ is any vector, and the "unit" pseudoscalar $ I = e_1 \cdots e_N $ is constructed by some ordered product of orthonormal basis vectors.
I've definitely seen this in GA literature. I could be wrong, but think that "GA for physicists" was one such place.