Dr. DeMarree's research lies at the intersection of attitudes, social cognition, and the self. Projects examine (a) the mechanisms by which primes impact judgments and behavior, including their impact on the self, and meta-cognitive factors influencing priming effects; (b) the role of self-variables, such as self-affirmation and self-confidence, in persuasion; (c) predictors of attitude strength, and in particular subjective ambivalence, and (d) self-strength, or the factors predicting the durability and impactfulness of self-views.