Why we respond faster to the self than to others? An implicit positive association theory of self-advantage during implicit face recognition.

Human adults usually respond faster to their own faces rather than to those of others. We tested the hypothesis that an implicit positive association (IPA) with self mediates self-advantage in face recognition through 4 experiments. Using a self-concept threat (SCT) priming that associated the self with negative personal traits and led to a weakened IPA with self, we found that self-face advantage in an implicit face-recognition task that required identification of face orientation was eliminated by the SCT priming. Moreover, the SCT effect on self-face recognition was evident only with the left-hand responses. Furthermore, the SCT effect on self-face recognition was observed in both Chinese and American participants. Our findings support the IPA hypothesis that defines a social cognitive mechanism of self-advantage in face recognition.