Self-prioritization of fully unfamiliar stimuli.

Recently, Sui and colleagues introduced an experimental task to investigate prioritization of arbitrary stimuli associated with the self. They demonstrated that after being told to associate three identities (self, friend, stranger) with three arbitrary stimuli (geometrical shapes), participants were faster in a perceptual matching task to recognise matching pairs of self-associated shape with self-label, than respective friend or stranger-related pairings. They interpreted this as evidence that a brief self-association is sufficient to facilitate processing of previously neutral stimuli. However, in the matching trials of the self-prioritization task, participants are processing not only self-associated arbitrary stimuli but also familiar verbal labels with an established meaning. Therefore, the self-advantage may be caused by familiarity of the labels, rather than self-association of the shapes. To test whether self-prioritization can be elicited in a task employing exclusively neutral stimuli, we asked participants to associate avatar faces with three identities (self, name of best friend, and stranger) and replaced labels with unfamiliar abstract symbols that were associated to the words (you, friend, stranger) before the actual experiment started. The results presented the usual pattern of self-prioritization showing that this effect does not critically depend on the presence of familiar labels and that it can be elicited in the absence of any familiar stimuli.