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In this article, the authors review research showing the different roles that the self-concept can play in affecting prime-to-behavior effects. As an organizing framework, an Active-Self account of stereotype, trait, and exemplar prime-to-behavior effects is presented. According to this view, such primes can influence people's behavior by creating changes in the active self-concept, either by invoking a biased subset of chronic self-content or by introducing new material into the active self-concept. The authors show how involvement of the active self-concept can increase, decrease, or reverse the effects of primes and describe how individual differences in responsiveness of the self to change and usage of the self in guiding behavior (e.g., self-monitoring) can moderate prime-to-behavior effects. The Active-Self account is proposed as an integrative framework that explains how the self is involved in prime-to-behavior …