The self-prioritization effect (SPE) refers to the preferential processing of self-relevant stimuli relative to those linked to others. Recent evidence suggests that even unfamiliar, external voices can elicit an auditory SPE once arbitrarily associated with the self, whereas it remains unclear whether this prioritization is modulated by stimulus valence. Across two experiments, the present study examined the prioritization of self-associated voices and the influence of prosodic valence on its magnitude. Experiment 1 adopted a voice-label matching task in which unfamiliar voices were associated with labels of the self, a friend, and a stranger. Self-associated voices were processed faster and more accurately, accompanied by faster evidence accumulation, relative to voices assigned to a friend or a stranger. Manipulating the prosodic valence of to-be-associated voices, Experiment 2 showed that positive prosodic valence enhanced the strength of auditory SPE. A larger self-prioritization was elicited in happy prosody than neutral prosody, and valence-related effects were confined to self-associated voices. Finally, explicit self-esteem was unrelated to self-bias, but positively associated with positive self-bias. Together, these findings demonstrate the robustness and flexibility of the auditory SPE, with its magnitude being amplified by positive valence. The dissociation between explicit self-esteem and self-bias highlights the multifaceted self-representations, while meaningful individual variation in positive self-bias underscores the important role of explicit self-esteem in self-positivity bias.
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