Stimuli related to the self are processed more efficiently in a variety of cognitive tasks. Recent studies have shown that this self-referential processing bias is modulated by emotion. However, a clear understanding of how emotional valence and arousal affect self-referential processing is still lacking. With a label–shape matching task, Experiment 1 measured a self-prioritisation effect in four different mood states. The results revealed stronger self-prioritisation effects in moods with higher arousal levels and a reliable correlation between the self-prioritisation effect and the arousal level reported by the participants; however, the effect of emotional valence was not statistically reliable. Experiment 2 further showed that alerting cues, known to raise arousal level, effectively increased the self-prioritisation effect in the same label–shape matching task. Experiment 3 clarified that alerting cues do not affect reward processing in a similar label–shape matching task, suggesting that arousal may selectively modulate self-referential processing. These observations provide clear evidence that emotional arousal modulates self-referential processing.
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