Using motivational intensity theory as a framework, the present experiment examined how individual differences in self-focused attention interact with task difficulty to predict effort, assessed via cardiovascular reactivity. Participants (n = 50) worked on a cognitive task fixed at an easy, medium, or hard level of difficulty, and individual differences in private self-consciousness and self-reflection were measured. Regression models indicated that trait self-focus interacted with task difficulty to predict cardiovascular reactivity, particularly systolic blood pressure (SBP) reactivity. Participants low and high in trait self-focus showed similar SBP reactivity in the easy and medium conditions, but they diverged in the hard condition: High trait focus was associated with higher SBP reactivity, indicating greater effort, whereas low trait self-focus was associated with low SBP reactivity, indicating disengagement. The findings thus support the motivational intensity approach to effort and its interpretation of self-focus's role in effort mobilization. Keywords effort; cardiovascular reactivity; self-focused attention; private self-consciousness; motivational intensity Self-focused attention is a major construct in the psychology of self-regulation and motivation (Carver, 2003). A large literature shows that directing attention to the self causes people to compare themselves to relevant standards. When people feel able to meet a standard, high self-focus increases their motivation to do so, as seen in a variety of affective, cognitive, and behavioral outcomes (for reviews, see Carver & Scheier, 1998;. In the present research, we build upon recent applications of motivational intensity theory (Brehm, Wright, Solomon, Silka, & Greenberg, 1983;Wright, 1996) to selffocused attention. This theory makes new predictions about how self-focus affects the intensity of effort, measured with physiological outcomes. In particular, we examine how individual differences in trait self-focused attention and task difficulty jointly determine effort-related cardiovascular reactivity in an active coping situation.