Conceptual Organization of Self-representation: A Self-similarity Heuristic for Novel Person Representations

Implicit measures have revealed that cognitive representations of familiar individuals share associations with self-concept; however, this has yet to be established for novel individuals. We examined how self-similarity affects representation of information learned about new individuals. A novel version of the implicit association test (IAT), the self-similarity IAT, was developed to estimate the extent to which cognitive representations of new self-similar and self-dissimilar individuals are associated with self-representation. Categorization was faster when the self-similar individual was paired with self, not only for trait words related to the novel individuals, but also for unrelated demographic information pertaining only to self. This provides the first evidence using an implicit task that self-similarity may act as a heuristic for creating representations of new individuals.