We provide the first high-temporal resolution account of the self-esteem implicit association test (IAT; Greenwald & Farnham, 2000) to highlight important similarities and differences between the cognitive processes corresponding to implicit valenced self-processing in high vs. low self-esteem individuals. We divided individuals into high and low self-esteem groups based on the Rosenberg self-esteem scale (Rosenberg, 1965) and administered the self-esteem IAT while recording electroencephalographic data. We show that the P2 captured group (high vs. low self-esteem) differences, the N250 and the late parietal positivity (LPP) captured differences corresponding to category pairing (self/positive vs. self/negative pairing), and the N1, P2, and P300-400 components captured interactions between self-esteem groups and whether the self was paired with positive or negative categories in the IAT. Overall, both high and low self-esteem groups were sensitive to the distinction between positive and negative information in relation to the self (me/negative generally displayed larger event-related potential amplitudes than me/positive), but for high self-esteem individuals, this difference was generally larger, earlier, and most pronounced over left-hemisphere electrodes. These electrophysiological differences may reflect differences in attentional resources devoted to teasing apart these two oppositely valenced associations. High self-esteem individuals appear to devote more automatic (early) attentional resources to strengthen the distinction between positively or negatively valenced information in relation to the self.

During task switching, if we occasionally encounter stimuli that cue more than one task (i.e., bivalent stimuli), response slowing is observed on all univalent trials within that block, even when no features overlap with the bivalent stimuli. This observation is known as the bivalency effect. Previous fMRI work (Woodward et al., 2008) clearly suggests a role for the dorsal anterior cingulate cortex (dACC) in the bivalency effect, but the time course remains uncertain. Here, we present the first high-temporal resolution account for the bivalency effect using stimulus-locked event-related potentials. Participants alternated among three simple tasks in six experimental blocks, with bivalent stimuli appearing occasionally in bivalent blocks (blocks 2, 4, and 6). The increased reaction times for univalent stimuli in bivalent blocks demonstrate that these stimuli are being processed differently from univalent stimuli in purely univalent blocks. Frontal electrode sites captured significant amplitude differences associated with the bivalency effect within time windows 100-120 ms, 375-450 ms, and 500-550 ms, which may reflect additional extraction of visual features present in bivalent stimuli (100-120 ms) and suppression of processing carried over from irrelevant cues (375-450 ms and 500-550 ms). Our results support the fMRI findings and provide additional evidence for involvement of the dACC. Furthermore, the bivalency effect dissipated with extended practice both behaviorally and electrophysiologically. These findings are discussed in relation to the differential processing involved in a controlled response style.

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