The temporal profile of self-prioritization.

Personal relevance exerts a powerful influence on decisional processing, such that arbitrary stimuli associated with the self are classified more rapidly than identical material linked with other people. Notwithstanding numerous demonstrations of this facilitatory effect, it remains unclear whether self-prioritization is a temporally stable outcome of decision-making. Accordingly, using a shape-label matching task in combination with computational modeling, the current experiment investigated this matter. The results were informative. First, regardless of the target of comparison (i.e., friend or stranger), self-prioritization was a persistent product of decision-making across the testing session. Second, a variant of the standard drift diffusion model in which decisional boundaries collapsed gradually over the course of the task best fit the observed data. Third, whereas the efficiency of stimulus processing increased for other-related stimuli during the task, it decreased for self-related material. Collectively, these findings advance understanding of the temporal profile of self-prioritization.