Accentuate the positive: Evidence that context dependent self-reference drives self-bias.

There is abundant evidence of a self-bias in cognition, with prioritised processing of information that is self-relevant. There is also abundant evidence of a positivity-bias in cognition, with prioritised processing of information that is positively valenced (e.g., positive emotional expressions, rewards). While the effects of self-bias and positivity-bias have been well documented in isolation, they have seldom been examined in parallel, so it is unclear whether one or other of these stimulus classes is prioritised or whether they interact. Addressing this gap, the current research aimed to establish the relative primacy of self-bias and positivity-bias using a classification task that paired self-relevant information with emotional expressions (i.e., Expt. 1) or reward information (i.e., Expt. 2). When the self was paired with relatively more positive information (i.e., smiling faces or high reward) we found evidence of a self-bias but no evidence of a positivity-bias. Whereas when the self was paired with relatively less positive information (i.e., neutral faces or low reward) we found evidence of a positivity-bias but no evidence of a self-bias. These results suggest the relative primacy of prioritised processing is flexible, context dependent and might be caused by a drive towards self-enhancement and the self-positivity bias.