When self-prioritization crosses the senses: Crossmodal self-prioritization demonstrated between vision and touch.

The investigation of self-prioritization via a simple matching paradigm represents a new way of enhancing our knowledge about the processing of self-relevant content and also increases our understanding of the self-concept itself. By associating formerly neutral material with the self, and assessing the resulting prioritization of these newly formed self-associations, conclusions can be drawn concerning the effects of self-relevance without the burden of highly overlearned materials such as one's own name. This approach was used to gain further insights into the structure and complexity of self-associations: a tactile pattern was associated with the self and thereafter, the prioritization of the exact same visual pattern was assessed - enabling the investigation of crossmodal self-associations. The results demonstrate a prioritization of self-associated material that rapidly extends beyond the borders of a sensory modality in which it was first established.