Parts of me: Identity-relevance moderates self-prioritization

Recent research has revealed a pervasive bias for self-relevant information during decision-making, a phenomenon termed the self-prioritization effect. Focusing almost exclusively on between-target (e.g., self vs. friend) differences in task performance, however, this work has overlooked the influence stimulus factors potentially exert during decisional processing. Accordingly, based on pertinent social-psychological theorizing (i.e., Identity-Based Motivation Theory), here we explored the possibility that self-prioritization is sensitive to the identity-based relevance of stimuli. The results of three experiments supported this hypothesis. In a perceptual-matching task, stimulus enhancement was greatest when geometric shapes were associated with identity-related information that was important (vs. unimportant) to participants. In addition, hierarchical drift-diffusion modeling revealed this effect was underpinned by differences in the efficiency of visual processing. Specifically, evidence was extracted more rapidly from stimuli paired with consequential compared to inconsequential identity-related components. These findings demonstrate how identity-relevance moderates self-prioritization.