The focus effect and self-positivity in ratings of self-other similarity and difference

We conducted 2 studies investigating comparative ratings of similarity or difference and the thoughts underlying these ratings. Participants compared either the self with others (self-->other focus) or others with the self (other-->self focus). People expressed higher distinctiveness under self-->other focus than under other-->self focus (focus effect) when rating difference in Studies 1 and 2, and when rating similarity in Study 1. Analyses of verbal reports showed that people mentioned the self more than others under self-->other focus, but mentioned self and others to the same extent under other-->self focus. Moreover, Study 2 showed that participants spontaneously made more positive statements for the self under self-->other focus than under other-->self focus. This effect was significantly mediated by the number of self-references made. Implications for recent models of social judgment are discussed.