Examining the alignment between subjective effort and objective force production

Ratings of Perceived Exertion (RPE) are frequently used to prescribe exercise intensity. A central assumption of using RPE scales is that the subjective perception of effort maps onto objective performance in a consistent way. However, the degree and shape of how RPE aligns with objective performance is not fully understood. Here, we investigate the degree and shape of alignment, as well as how time (i.e., how frequently an effort needs to be performed) and mental effort (i.e., if one has to invest mental effort and physical effort) correspond with the alignment. In a randomized within-subjects experiment, we used a grip-to-scale method that asked participants (N = 43) to repeatedly squeeze a handgrip dynamometer with four to-be-produced RPE target levels relative to their subjective maximum strength (representing 20%, 40%, 60%, or 80%). We found that the RPE-force alignment was not the same across RPE-levels: Whereas subjective differences from 20-40% and 40-60% were met by comparable differences in produced force, a substantially larger difference was observed for the 60-80% interval. Interestingly, exploratory post-hoc analyses revealed that this was mirrored by an increase in variance at the higher effort levels. In addition, at constant RPE-levels, participants produced less force over time, and this effect was more pronounced at lower RPE target levels. Lastly, anticipating mental effort after the physical effort slightly altered the alignment as a function of the to-be-produced RPE-level and experimental duration. Taken together, our results indicate that the mapping of perceived effort on objective performance is intricate, and several factors affect the degree and shape of how RPE and performance align. Understanding the dynamic adjustment of RPE-performance alignment across different RPE levels is particularly relevant for contexts that use RPE as a tool for training load prescription.

Effects of Transcranial Direct Current Stimulation on effort during a working-memory task

Transcranial Direct Current Stimulation (tDCS) has shown that stimulation of Dorsolateral Prefrontal Cortex (DLPFC) facilitates task performance in working-memory tasks. However, little is known about its potential effects on effort. This study examined whether tDCS affects effort during a working-memory task. Participants received anodal, cathodal and sham stimulation over DLPFC across three sessions before carrying out a 2-back task. During the task, effort-related cardiovascular measures were recorded-especially the Initial Systolic Time Interval (ISTI). Results showed that anodal stimulation produced a shorter ISTI, indicating a greater effort compared to cathodal and sham conditions, where effort was lower. These findings demonstrate that anodal stimulation helps participants to maintain engagement in a highly demanding task (by increasing task mastery), without which they would otherwise disengage. This study is the first to show that tDCS impacts the extent of effort engaged by individuals during a difficult task.

Action Dominance: The Performance Effects of Multiple Action Demands and the Benefits of an Inaction Focus

Four experiments uncovered an action dominance error by which people's natural focus on actions hinders appropriate responses to social and nonsocial stimuli. This surprising error comprises higher rates of both omission (misses) and commission (false alarms) when, in responding to action and inaction demands, people have higher numbers of action targets. The action dominance error was verified over four experiments using an analog that required responses to words and to target individuals. Experiments 1 and 2 tested our hypotheses and distinguished the action error effect from the effects of practicing action or inaction responses. Experiment 3 linked the error to the greater cognitive load imposed by the higher proportion of action over inaction targets. Furthermore, Experiment 4 demonstrated that (a) there is a default tendency to pay more attention to action (vs. inaction) targets and (b) shifting focus to inaction targets reduces the action dominance error.

Get Going! Self-focused Attention and Sensitivity to Action and Inaction Effort Primes

Implicit action primes and inaction primes can directly affect effort in some circumstances. The present research examined if people high in trait self-focused attention were more strongly affected by action and inaction primes. Past work has found that self-focus makes people more likely to encode implicit primes as self-relevant, thus increasing the effects of primes. As a result, we expected that people high in trait self-focus would be more strongly affected when primed with action and inaction concepts. A group of young adults completed a self-paced parity task in which most trials primed words related to action or inaction. Effort was measured as baseline-to-task change in the cardiac pre-ejection period (PEP), a measure of sympathetic autonomic influence on the heart. Trait self-focus significantly interacted with the priming manipulation. People high in self-focus were more sensitive to the action primes, shown in greater PEP reactivity, but not to the inaction primes. The findings extend the growing literature on how priming influences effort and support models of how self-focused attention shapes motivational processes.

Prime visibility moderates implicit anger and sadness effects on effort-related cardiac response

Based on the Implicit-Affect-Primes-Effort (IAPE) model (Gendolla, 2012, 2015), an experiment investigated the effect of affect primes' visibility on effort mobilization during cognitive processing. Participants worked on a short-term memory task with integrated sadness vs. anger primes that were presented suboptimally (briefly and masked) vs. optimally (long and visible). Effort was assessed as cardiovascular response, especially cardiac pre-ejection period (PEP). To monitor performance, we assessed response accuracy and reaction times. In accordance with the IAPE model, PEP reactivity was stronger in the sadness-prime condition than in the anger-prime condition-but only when the primes were suboptimally presented. Effects on response accuracy revealed a corresponding pattern. The results suggest that prime visibility is a boundary condition of anger and sadness primes' effect on effort mobilization.

Influence of lighting color temperature on effort-related cardiac response

Higher color temperature refers to a higher proportion of blue spectral components of light, that are known to be associated with higher alertness state in humans. Based on motivational intensity theory (Brehm & Self, 1989), here we predicted that this lighting-induced alertness state should inform about the readiness to perform and this way influence subjective task demand and thus mental effort. To test this, study participants spent 15min under one of four lighting color temperature conditions and then performed a cognitive task. As predicted, effort-related cardiac response, indexed by a shortened cardiac pre-ejection period, decreased with increasing color temperature of light, as indicated by a significant single planned linear contrast. These results demonstrate that spectral properties of light can influence mental effort mobilization.

On the implicit influence of pain cues on cognitive effort: Evidence from cardiovascular reactivity

To extend previous findings on the impact of implicit affect on behavior, two experiments investigated the influence of priming pain cues on cognitive effort. Effort was assessed as cardiovascular reactivity (PEP, SBP, DBP, and HR) during an easy or difficult cognitive task integrating briefly presented and masked pain-related words. The control condition included neutral words (Experiment 1) or anger-related words (Experiment 2). The pain primes were expected to increase the perceived difficulty of the task and to result in stronger effort during the easy task, compared to the control condition, and to lower effort during the difficult task, due to disengagement. Overall, cardiovascular reactivity of both experiments supported the predictions. Moreover, pain primes increased self-reported subjective difficulty. Finally, most participants could not report the content of the primes. Findings are discussed regarding the influence of implicit processes in pain experience and regarding the self-regulatory consequences of the influence of pain on effort mobilization.

How emotion context modulates unconscious goal activation during motor force exertion

Priming participants with emotional or action-related concepts influences goal formation and motor force output during effort exertion tasks, even without awareness of priming information. However, little is known about neural processes underpinning how emotional cues interact with action (or inaction) goals to motivate (or demotivate) motor behaviour. In a novel functional neuroimaging paradigm, visible emotional images followed by subliminal action or inaction word primes were presented before participants performed a maximal force exertion. In neutral emotional contexts, maximum force was lower following inaction than action primes. However, arousing emotional images had interactive motivational effects on the motor system: Unpleasant images prior to inaction primes increased force output (enhanced effort exertion) relative to control primes, and engaged a motivation-related network involving ventral striatum, extended amygdala, as well as right inferior frontal cortex. Conversely, pleasant images presented before action (versus control) primes decreased force and activated regions of the default-mode network, including inferior parietal lobule and medial prefrontal cortex. These findings show that emotional context can determine how unconscious goal representations influence motivational processes and are transformed into actual motor output, without direct rewarding contingencies. Furthermore, they provide insight into altered motor behaviour in psychopathological disorders with dysfunctional motivational processes.

How effortful is cognitive control? Insights from a novel method measuring single-trial evoked beta-adrenergic cardiac reactivity

The ability to adjust attentional focus to varying levels of task demands depends on the adaptive recruitment of cognitive control processes. The present study investigated for the first time whether the mobilization of cognitive control during response-conflict trials in a flanker task is associated with effort-related sympathetic activity as measured by changes in the RZ-interval at a single-trial level, thus providing an alternative to the pre-ejection period (PEP) which can only be reliably measured in ensemble-averaged data. We predicted that response conflict leads to a physiological orienting response (i.e. heart rate slowing) and increases in effort as reflected by changes in myocardial beta-adrenergic activity (i.e. decreased RZ interval). Our results indeed showed that response conflict led to cardiac deceleration and decreased RZ interval. However, the temporal overlap of the observed heart rate and RZ interval changes suggests that the effect on the latter reflects a change in cardiac pre-load (Frank-Starling mechanism). Our study was thus unable to provide evidence for the expected link between cognitive control and cardiovascular effort. However, it demonstrated that our single-trial analysis enables the assessment of transient changes in cardiac sympathetic activity, thus providing a promising tool for future studies that aim to investigate effort at a single-trial level.

Action Tweets Linked to Reduced County-Level HIV Prevalence in the United States: Online Messages and Structural Determinants

HIV is uncommon in most US counties but travels quickly through vulnerable communities when it strikes. Tracking behavior through social media may provide an unobtrusive, naturalistic means of predicting HIV outbreaks and understanding the behavioral and psychological factors that increase communities' risk. General action goals, or the motivation to engage in cognitive and motor activity, may support protective health behavior (e.g., using condoms) or encourage activity indiscriminately (e.g., risky sex), resulting in mixed health effects. We explored these opposing hypotheses by regressing county-level HIV prevalence on action language (e.g., work, plan) in over 150 million tweets mapped to US counties. Controlling for demographic and structural predictors of HIV, more active language was associated with lower HIV rates. By leveraging language used on social media to improve existing predictive models of geographic variation in HIV, future targeted HIV-prevention interventions may have a better chance of reaching high-risk communities before outbreaks occur.

From primed concepts to action: A meta-analysis of the behavioral effects of incidentally presented words

A meta-analysis assessed the behavioral impact of and psychological processes associated with presenting words connected to an action or a goal representation. The average and distribution of 352 effect sizes (analyzed using fixed-effects and random-effects models) was obtained from 133 studies (84 reports) in which word primes were incidentally presented to participants, with a nonopposite control group, before measuring a behavioral dependent variable. Findings revealed a small behavioral priming effect (dFE = 0.332, dRE = 0.352), which was robust across methodological procedures and only minimally biased by the publication of positive (vs. negative) results. Theory testing analyses indicated that more valued behavior or goal concepts (e.g., associated with important outcomes or values) were associated with stronger priming effects than were less valued behaviors. Furthermore, there was some evidence of persistence of goal effects over time. These results support the notion that goal activation contributes over and above perception-behavior in explaining priming effects. In summary, theorizing about the role of value and satisfaction in goal activation pointed to stronger effects of a behavior or goal concept on overt action. There was no evidence that expectancy (ease of achieving the goal) moderated priming effects. (PsycINFO Database Record

Schoolbook Texts: Behavioral Achievement Priming in Math and Language

Prior research found reliable and considerably strong effects of semantic achievement primes on subsequent performance. In order to simulate a more natural priming condition to better understand the practical relevance of semantic achievement priming effects, running texts of schoolbook excerpts with and without achievement primes were used as priming stimuli. Additionally, we manipulated the achievement context; some subjects received no feedback about their achievement and others received feedback according to a social or individual reference norm. As expected, we found a reliable (albeit small) positive behavioral priming effect of semantic achievement primes on achievement in math (Experiment 1) and language tasks (Experiment 2). Feedback moderated the behavioral priming effect less consistently than we expected. The implication that achievement primes in schoolbooks can foster performance is discussed along with general theoretical implications.

Non-conscious visual cues related to affect and action alter perception of effort and endurance performance

The psychobiological model of endurance performance proposes that endurance performance is determined by a decision-making process based on perception of effort and potential motivation. Recent research has reported that effort-based decision-making during cognitive tasks can be altered by non-conscious visual cues relating to affect and action. The effects of these non-conscious visual cues on effort and performance during physical tasks are however unknown. We report two experiments investigating the effects of subliminal priming with visual cues related to affect and action on perception of effort and endurance performance. In Experiment 1 thirteen individuals were subliminally primed with happy or sad faces as they cycled to exhaustion in a counterbalanced and randomized crossover design. A paired t-test (happy vs. sad faces) revealed that individuals cycled significantly longer (178 s, p = 0.04) when subliminally primed with happy faces. A 2 × 5 (condition × iso-time) ANOVA also revealed a significant main effect of condition on rating of perceived exertion (RPE) during the time to exhaustion (TTE) test with lower RPE when subjects were subliminally primed with happy faces (p = 0.04). In Experiment 2, a single-subject randomization tests design found that subliminal priming with action words facilitated a significantly longer TTE (399 s, p = 0.04) in comparison to inaction words. Like Experiment 1, this greater TTE was accompanied by a significantly lower RPE (p = 0.03). These experiments are the first to show that subliminal visual cues relating to affect and action can alter perception of effort and endurance performance. Non-conscious visual cues may therefore influence the effort-based decision-making process that is proposed to determine endurance performance. Accordingly, the findings raise notable implications for individuals who may encounter such visual cues during endurance competitions, training, or health related exercise.

Liking More Means Doing More: Dispositional Attitudes Predict Patterns of General Action

Dispositional attitudes are an individual difference in the tendency to form positive versus negative attitudes. As positive (negative) attitudes promote active (inactive) responses to stimuli, we predicted that dispositional attitudes would be positively correlated with patterns of general action. In Study 1, participants reported all activities they engaged in during a 1-week period using a structured time use survey. Dispositional attitudes were positively correlated with the number of unique behaviors participants engaged in and with the total number of behaviors reported for the entire week. Study 2 replicated Study 1 using a free response time use survey. Overall, the results demonstrated that dispositional attitudes predict general action, such that the tendency to form positive (negative) attitudes predicts the tendency to engage in many (few) behaviors in daily life. This pattern occurred for both low effort and high effort behaviors. Implications for understanding activity patterns are discussed.

Do People Have Insight Into Their Abilities? A Metasynthesis

Having insight into one’s abilities is essential, yet it remains unclear whether people generally perceive their skills accurately or inaccurately. In the present analysis, we examined the overall correspondence between self-evaluations of ability (e.g., academic ability, intelligence, language competence, medical skills, sports ability, and vocational skills) and objective performance measures (e.g., standardized test scores, grades, and supervisor evaluations) across 22 meta-analyses, in addition to considering factors that moderate this relationship. Although individual meta-analytic effects ranged from .09 to .63, the mean correlation between ability self-evaluations and performance outcomes across meta-analyses was moderate ( M = .29, SD = .11). Further, the relation was stronger when self-evaluations were specific to a given domain rather than broad and when performance tasks were objective, familiar, or low in complexity. Taken together, these findings indicate that people have only moderate insight into their abilities but also underscore the contextual factors that enable accurate self-perception of ability.

Mental contrasting and transfer of energization

Mental contrasting a desired future with present reality is a self-regulation strategy that fosters energization in line with a person's expectations of successfully attaining the desired future. We investigated whether physiological energization (measured by systolic blood pressure) elicited by mental contrasting a desired future of solving a given task transfers to effort in an unrelated task. As predicted, mental contrasting a desired future of excelling in an intelligence test (Study 1) and of writing an excellent essay (Study 2) triggered changes in energization that translated into physical effort in squeezing a handgrip (Study 1) and translated into mental effort in writing a get-well letter (Study 2). Results suggest that mental contrasting of solving one task triggers energization that may fuel effort for performing an unrelated task. Implications for intervention research are discussed.

Cultural Differences in Attitudes Toward Action and Inaction: The Role of Dialecticism

The current research examined whether nations differ in their attitudes toward action and inaction. It was anticipated that members of dialectical East Asian societies would show a positive association in their attitudes toward action/inaction. However, members of non-dialectical European-American societies were expected to show a negative association in their attitudes toward action/inaction. Young adults in 19 nations completed measures of dialectical thinking and attitudes toward action/inaction. Results from multi-level modeling showed, as predicted, that people from high dialecticism nations reported a more positive association in their attitudes toward action and inaction than people from low dialecticism nations. Furthermore, these findings remained after controlling for cultural differences in individualism-collectivism, neuroticism, gross-domestic product, and response style. Discussion highlights the implications of these findings for action/inaction goals, dialecticism, and culture.

Complete unconscious control: using (in)action primes to demonstrate completely unconscious activation of inhibitory control mechanisms

Although robust evidence indicates that action initiation can occur unconsciously and unintentionally, the literature on action inhibition suggests that inhibition requires both conscious thought and intentionality. In prior research demonstrating automatic inhibition in response to unconsciously processed stimuli, the unconscious stimuli had previously been consciously associated with an inhibitory response within the context of the experiment, and participants had consciously formed a goal to activate inhibition processes when presented with the stimuli (because task instructions required participants to engage in inhibition when the stimuli occurred). Therefore, prior work suggests that some amount of conscious thought and intentionality are required for inhibitory control. In the present research, we recorded event-related potentials during two go/no-go experiments in which participants were subliminally primed with general action/inaction concepts that had never been consciously associated with task-specific responses. We provide the first demonstration that inhibitory control processes can be modulated completely unconsciously and unintentionally.

Trait self-focused attention increases sensitivity to nonconscious primes: evidence from effort-related cardiovascular reactivity

A broad range of primes presented outside of awareness - ranging from emotional faces to people's first names - can influence the physiological mobilization of effort during active coping tasks. Who responds more strongly to implicit cues? Based on models of self-awareness, the present research examined how individual differences in self-focused attention influence sensitivity to nonconscious primes. Adults completed a challenging cognitive task in which two kinds of primes were presented (people's first names and words related to the task's difficulty). Trait self-focus significantly interacted with both primes to predict effort, measured as systolic blood pressure (SBP) reactivity. People high in trait self-focus had significantly higher SBP reactivity when primed with words that made the task seem more important (their first names) and harder (high difficulty words). These findings thus expand the evidence for motivational intensity theory's analysis of implicit processes.

Mirrors, masks, and motivation: implicit and explicit self-focused attention influence effort-related cardiovascular reactivity

Using motivational intensity theory as a framework, three experiments examined how implicit self-focus (manipulated with masked first-name priming) and explicit self-focus (manipulated with a large mirror) influence effort-related cardiovascular activity, particularly systolic blood pressure reactivity. Theories of self-focused attention suggest that both implicit and explicit self-focus bring about self-evaluation and thus make meeting a goal more important. For a "do your best" task of unfixed difficulty, implicit and explicit self-focus both increased effort (Experiment 1) compared to a control condition. For a task that varied in difficulty, implicit and explicit self-focus promoted more effort as the task became increasingly hard (Experiments 2 and 3). Taken together, the findings suggest that implicit and explicit self-processes share a similar motivational architecture. The discussion explores the value of integrating motivational intensity theory with self-awareness theory and considers the emerging interest in implicit aspects of effort regulation.

Naïve Definitions of Action and Inaction: The Continuum, Spread, and Valence of Behaviors

The cohesiveness of a society depends, in part, on how its individual members manage their daily activities with respect to the goals of that society. Hence, there should be a degree of social agreement on what constitutes action and what constitutes inaction. The present research investigated the structure of action and inaction definitions, the evaluation of action versus inaction, and individual differences in these evaluations. Action-inaction ratings of behaviors and states showed more social agreement at the ends of the inaction-action continuum than at the middle, suggesting a socially shared construal of this definition. Action-inaction ratings were also shown to correlate with the valence of the rated behaviors, such that the more active the behavior the more positive its valence. Lastly, individual differences in locomotion, need for closure, and Christian religious beliefs correlated positively with a preference for action.

Motivating Exercise: The Interactive Effect of General Action Goals and Past Behavior on Physical Activity

Although exercise is recognized as a powerful tool to combat obesity, remarkably few US adults pursue adequate amounts of exercise, with one major impediment being a lack of motivation for active behaviors. Recent empirical work has demonstrated that behavior can be guided by goals to be generally active or inactive. In the present paper, an experiment is presented in which participants played or observed a video game, were primed with action or inaction goals, and practiced a stretching exercise for as long as desired. Exposure to environmental action cues led to increased time spent exercising. This effect was moderated by past behavior, such that individuals who had just engaged in an active task (played a videogame) were insensitive to attempts to motivate general action. This suggests that the effectiveness of attempts to motivate activity ("just do it", "be active") hinges on the recent past-behavior of the targeted individuals. An implication of this work is that participation in certain leisure activities, such as playing videogames, may be causally related to a lack of motivation for exercise.

Being Active and Impulsive: The Role of Goals for Action and Inaction in Self-Control

Although self-control often requires behavioral inaction (i.e., not eating a piece of cake), the process of inhibiting impulsive behavior is commonly characterized as cognitively active (i.e., actively exerting self-control). Two experiments examined whether motivation for action or inaction facilitates self-control behavior in the presence of tempting stimuli. Experiment 1 used a delay discounting task to assess the ability to delay gratification with respect to money. Experiment 2 used a Go/No-Go task to assess the ability to inhibit a dominant but incorrect motor response to the words "condom" and "sex". The results demonstrate that goals for inaction promote self-control, whereas goals for action promote impulsive behavior. These findings are discussed in light of recent evidence suggesting that goals for action and inaction modulate physiological resources that promote behavioral execution.

The time for doing is not the time for change: effects of general action and inaction goals on attitude retrieval and attitude change

Implicit in many informal and formal principles of psychological change is the understudied assumption that change requires either an active approach or an inactive approach. This issue was systematically investigated by comparing the effects of general action goals and general inaction goals on attitude change. As prior attitudes facilitate preparation for an upcoming persuasive message, general action goals were hypothesized to facilitate conscious retrieval of prior attitudes and therefore hinder attitude change to a greater extent than general inaction goals. Experiment 1 demonstrated that action primes (e.g., "go," "energy") yielded faster attitude report than inaction primes (e.g., "rest," "still") among participants who were forewarned of an upcoming persuasive message. Experiment 2 showed that the faster attitude report identified in Experiment 1 was localized on attitudes toward a message topic participants were prepared to receive. Experiments 3, 4, and 5 showed that, compared with inaction primes, action primes produced less attitude change and less argument scrutiny in response to a counterattitudinal message on a previously forewarned topic. Experiment 6 confirmed that the effects of the primes on attitude change were due to differential attitude retrieval. That is, when attitude expression was induced immediately after the primes, action and inaction goals produced similar amounts of attitude change. In contrast, when no attitude expression was induced after the prime, action goals produced less attitude change than inaction goals. Finally, Experiment 7 validated the assumption that these goal effects can be reduced or reversed when the goals have already been satisfied by an intervening task.

Craving Activity and Losing Objectivity

In light of U.S. society’s ever increasing need for activity, the authors used three experiments to examine how general action concepts, activated by subtle priming methods, influence choices to approach information that confirms a recent decision. Findings from Experiments 1 to 3 revealed that viewing action (vs. control) words prior to information selection increased selective approach to supporting information, but viewing inaction (vs. control) words reduced this bias. Experiment 3 also showed that the effect of the action words on this confirmation bias was smaller when participants were allowed to self-affirm by writing about an important personal value. In addition, the experiments found that viewing the action words caused the selection of more total information than viewing the inaction words. The authors conclude that the growing need for activity in the United States may contribute to a loss of objectivity in the way citizens gather information.

Long-lasting effect of subliminal processes on cardiovascular responses and performance

Students were exposed to a priming task in which subliminal representations of the goal of studying were directly paired (priming-positive group) or not (priming group) to positive words. A control group without subliminal prime of the goal was added. Just after the priming task, students performed an easy or a difficult learning task based on their coursework. Participants in the priming-positive group performed better and had a stronger decrease of pulse transit time and pulse wave amplitude reactivity than participants of the two other groups, but only during the difficult condition. Results suggested that subliminal priming induces effortful behavior extending over twenty five minutes but only when the primes had been associated with visible positive words acting as a reward. These findings provide evidence that subliminal priming can have long-lasting effects on behaviors typical of daily life.

General Action and Inaction Goals: Their Behavioral, Cognitive, and Affective Origins and Influences

Since the 1970s, researchers on motivation and behavior have taken the stance that important human behaviors are determined by specific attitudes, intentions, and goals. In the present article, we review evidence suggesting that, in addition to specific motivational constructs, general goals of action and inaction are also vital determinants of many important human behaviors. This research examines the effects of these goals on motor behavior, cognitive performance, and political participation. Furthermore, we connect these general action and inaction goals with other important areas in psychology, including affect, approach/avoidance, energization, material resources, mindsets, and power. Finally, we conclude with a discussion of individual and regional/cultural differences in action and inaction. Overall, general goals for action and inaction are shown to influence a vast array of important behaviors, suggesting that in addition to considering specific attitudes, intentions, and goals, researchers may gain important insight into human behavior by considering general motivations.

Masked first name priming increases effort-related cardiovascular reactivity

Recent research on motivational intensity has shown that explicit manipulations of self-focused attention (e.g., mirrors and video cameras) increase effort-related cardiovascular responses during active coping. An experiment examined whether masked first name priming, an implicit manipulation of self-focused attention, had similar effects. Participants (n=52 young adults) performed a self-paced cognitive task, in which they were told to get as many trials correct as possible within 5min. During the task, the participant's first name was primed for 0%, 33%, 67%, or 100% of the trials. First name priming, regardless of its frequency, significantly increased cardiovascular reactivity, particularly systolic blood pressure (SBP) reactivity. Furthermore, the priming manipulation interacted with individual differences in trait self-focus: trait self-focus predicted higher SBP reactivity in the 0% condition, but first name priming eliminated the effects of individual differences. Implications for self-awareness research and for the emerging interest in priming effects on effort are considered.