| Abstract: | Recent research stimulated by Duval and Wicklund's self-awareness theory has shown that self-focused attention influences a wide range of attitudes, attributions, and behavior. The cognitive processes that supposedly mediate these effects have not been carefully explored, however. In order to discover whether a manipulation of self-awareness actually activates self-relevant thoughts, two studies were conducted using the Stroop color-word measure of concept activation in memory. The first revealed a pattern of differences between means that was consistent with the hypothesis, although the expected interaction of word content and presence of mirror and camera to produce longer color-naming latencies did not appear. Also, self-relevant words were read faster than neutral words, even though they had been matched for length, frequency, and part of speech. In the second study (a refinement of the first), the expected interaction was significant. The results support one of the central claims of self-awareness theory and suggest an alternative interpretation of classic findings concerning anxiety and memory. |
