Public and private self-awareness: When personal attitudes conflict with societal expectations

Abstract Different methods of inducing self-awareness have generally been assumed to be interchangeable. The present paper argues that the two most widely used manipulations of self-awareness—audiences and mirrors—differ in an important way: specifically, audiences increase focus on the public aspects of the self, whereas mirrors focus attention on the private aspects of the self. It is further argued that the standards that are used to regulate behavior depend upon which of these self-aspects is taken as the object of attention. Attention to the private self may result in behavior that reflects personal attitudes; attention to the public self may cause behavior to become more consistent with societal expectations. This reasoning was tested in two studies in which subjects served as “teachers” in an aggression paradigm. Each subject in Experiment 1 opposed the use of punishment in learing, but felt that other people favored it. Compared to the control condition, the presence of a mirror led to decreased levels of shock, and the presence of an evaluative audience led to increased levels of shock. Experiment 2 made use of subjects who favored the use of punishment but felt that others were against its use. Compared to the control group, the presence of a mirror led to increased levels of shock whereas the presence of an evaluative audience led to decreased levels of shock. Taken together, these findings indicate that self-awareness manipulations need to be chosen according to the aspect of self that is to be the object of self-attention. Discussion centers on the implications of the public-private distinction.