Does Self-Associating a Geometric Shape Immediately Cause Attentional Prioritization?

In many cognitive tasks, stimuli associated with one’s self elicit faster responses than stimuli associated with others. This is true for familiar self-representations (e.g., one’s own name), for new self-associated stimuli, and for combinations of both. The current research disentangles the potential of self- versus stranger-representations for familiar, new, and paired (familiar + new) stimuli to guide attention. In Study 1 ( N = 34), responses to familiar and new self- versus other representations were tested in a dot-probe task with a short stimulus-onset asynchrony (SOA; 100 ms). Study 2 ( N = 31) and Study 3 ( N = 35) use a long SOA (1,000 ms) to test whether the findings are mirrored in inhibition of return (IOR). We observe significant performance differences for targets following self- versus stranger-associated stimuli (i.e., a cuing effect or IOR depending on the SOA length), yet only when familiar representations are present. This indicates that, under conditions of attentional competition between self- and stranger-representations, familiar self-representations impact the distribution of attention while new self-representations alone do not.