Shirk, Steven Donald
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Many social psychological phenomena incite an individual to disregard his or her own beliefs and feelings and think or behave in accordance to an external or social guide (e.g., conformity, bystander effect, self-control). In these instances, however, the disregarding of the self as a source of information can only be inferred. The present study attempts to manipulate this preclusion of the self or self-subversion directly. It was hypothesized that participants who received greater mismatching feedback about what they believed they preferred would be less likely to consult their self when making future choices. The results support the hypothesis. Participants who received 70% matching feedback about who they are compared to participants who received 90% matching feedback were less likely to consult their self in rating how much they liked a particular restaurant. Future development and applications of the manipulation are discussed.