Me as good and me as bad: Priming the self triggers positive and negative implicit evaluations.

Although theories of personality and human behavior have long assumed that the self is affectively complex, widely used indirect measures of implicit self-evaluations have largely focused on the robustness and cultural universality of the self's positivity. Such indirect measures assess evaluations on a single continuum, ranging from positive to negative. Thus, they focus on the self's positivity and are inherently incapable of assessing whether the self is associated with good bad.