Self-reference is a fast-acting automatic mechanism on emotional word processing: evidence from a masked priming affective categorization task

This study examined the impact of self-referential information at early stages of emotional word processing using an affective masked-priming paradigm in which positive (e.g, espetacular[awesome]) and negative (e.g., horrível[awful]) trait-adjectives were preceded by briefly primes that could be self-related (Eu sou[I am]), other-related (Ela é[She is]), or a control (%%%%%). Trait-adjectives were selected from female norms and
only females participants were used to control for sex differences. Results showed that positive words were categorised faster when preceded by self-related primes than by other-related primes, though not control primes. Negative trait-adjectives were not modulated by the type of prime, even though participants were slower when they were preceded by other-related than by control primes. These findings demonstrate
that taking the other-perspective entails a cost, and that the amount of priming produced by self-related and control primes was virtually the same, thus suggesting that assuming the self-perspective is a cognitively effortless process.