Self-Awareness and Saliency of Social Versus Individualistic Behavioral Standards

In three studies we examined the effects of private and public self-awareness on the saliency of behavioral standards. We used several well-known manipulations to test the effects of private or public self-awareness on the activation of behavioral standards. We expected and found that public self-awareness was related to relatively social standards, such as "getting along well" with others, conveying a positive image, and wanting to be accepted. Private self-awareness was related to the relatively individualistic standard to be authentic and even to being different from others. The consequences of these results are discussed in light of previous research. It is argued that it is important to acknowledge that awareness of different self-aspects may increase saliency of distinct behavioral standards.