Liking for positive words and icons moderates the association between implicit and explicit self-esteem

Whereas explicit self-esteem (ESE) refers to a conscious self-evaluation, implicit self-esteem (ISE) refers to non-conscious self-evaluation. Presumably, ISE and ESE are based on different mental processes — the experiential system and the rational system, respectively (Epstein, 1994) as well as different experiences (DeHart, Pelham, & Tennen, 2006). Two studies showed that participants who more strongly preferred positive icons and positive words showed a stronger association between ISE and ESE, presumably because they are highly willing to trust their intuitions. Because the major motive of the experiential system is the hedonic principle — pursuing positive affect and avoiding negative affect (Epstein, 2010), we argue that people's reactions to unambiguously positive stimuli should reflect their reliance on their intuition. In addition, we suggest that a better understanding of intuitiveness may yield important insights into the nature of ISE and ESE.