While ample evidence supports an association between power and dominance, little is still known about how temporary experiences of power influence the way people come to see themselves and others. The present research investigates the effect of social power on self- and other-face recognition, and examines whether gender modulates the direction of this effect. Male and female participants were induced to feel either powerful or powerless and had to recognize their own face and those of same-sex strangers from a series of images ranging from a dominant to a submissive version of the original. Results showed that males more frequently chose a dominant self-image under high power, whereas females selected a submissive self-image under low power. When presented with faces of same-sex targets female participants relied on low-power features (i.e., submissiveness) of the self in the perception of others (assimilation effect), whereas male participants more often selected a dominant image of strangers when feeling powerless (constrast effect). The effects of power did not extend to more deliberate judgments of dominance and likability, suggesting that respective biases in face recollection operated at an implicit level. This research underscores the cognitive and motivational underpinnings of power and related gender gaps in power attainment
