Separating thoughts from the self by selling them to others: the moderating role of self-esteem / Separar los pensamientos del yo al venderlos a otros: el rol moderador de la autoestima

Abstract This research introduces a new approach for separating people from their thoughts by anticipating selling them to others. Participants were asked to write down either positive or negative thoughts about fast food on different pieces of paper. Then, participants were randomly assigned to role-play the part of either potential buyers or sellers for an advertising campaign. Finally, all participants indicated their self-esteem (as an additional predictor) and their attitudes towards fast food (as the dependent measure). For high self-esteem participants, anticipating selling thoughts to others reduced the impact of thoughts on attitudes, suggesting that distancing thoughts from a location with high validity (the self) reduced the perceived value of their thoughts. In contrast, for low self-esteem participants, anticipating selling thoughts increased their usage, suggesting that separating thoughts from a location with low validity (the self) increased the perceived value of those thoughts. These findings suggest that thoughts can be associated with high or low validity depending on individual differences in self-esteem.