Target self-relevance speeds visual search responses but does not improve search efficiency

Abstract

ABSTRACTIn a variety of contexts, arbitrarily associating one’s self with a stimulus improves performance relative to stimuli that are not self-associated, implying enhanced processing of self-associated stimuli (“self-relevance” effects). Self-relevance has been proposed to influence diverse aspects of cognition, including the perceptual prioritization of self-relevant stimuli (“self-prioritization” effects). We sought to elucidate the mechanisms of self-prioritization by using a visual search paradigm. In three experiments, subjects learned two stimulus-label combinations (SELF and OTHER), and then searched for one of those stimuli (cued by the label) on each trial, with a variable number of distractors present on each trial. We hypothesized that, if self-relevance enhances the perceptual salience of the stimuli pre-attentively, then the self-relevance of a target should result in improved search efficiency. In three experiments using conjunction-defined (Experiments 1–2) and feature-defined (Experiment 3) targets, we found that self-relevant targets were associated with overall faster responses than non-self-relevant targets (an intercept effect). However, the slopes of the search size by reaction time (RT) function were never significantly different between the self-relevant and non-self-relevant conditions, counter to the hypothesis that self-prioritization is pre-attentive. These results constitute novel evidence that self-relevance affects visual search performance, but they also cast doubt on the possibility that self-relevance enhances the perceptual salience of a target in a manner similar to physical manipulations. We propose that the self-relevance of a stimulus alters processing only after the self-relevant item has been attended.