Activation of self-knowledge reduces conflict during occupational choice: an ERP study.

We investigated whether the activation of self-knowledge reduces conflict during occupational choice, which can elicit many correct answers. Conflict was measured via event-related brain potentials (ERPs). Results of this study showed that activation of self-knowledge reduces conflict during occupational choice. Our results suggest that, in a situation in which two or more possible correct answers exist, people use self-knowledge as a benchmark to reduce conflict by biasing either choice of behavior.