Cognitive control enables intelligent systems to select relevant information in the face of distracting information. The aim of the research presented here was to investigate the influence of the social-evaluative context on processes of cognitive control. Female participants had to perform the Erikson flanker task with each trial being preceded by a photograph of an attractive woman or a beautiful landscape. Concurrently, another person (partner or fellow student) either evaluated the attractiveness of the pictures of the women or the beauty of the landscapes. Participants showed increased flanker interference on trials following the presentation of pictures of attractive women, but only, if these were concurrently evaluated by another person. By contrast, in the control conditions (social presence without concurrent picture evaluation, or picture evaluation without social presence) no such effect occurred. That is, the concurrent evaluation task selectively increased distractibility presumably due to the affective reaction to the social-evaluative context.

The aim of this research was to investigate the influence of a social-evaluative context on simple cognitive tasks. While another person present in the room evaluated photographs of beautiful women or landscapes by beauty/attractiveness, female participants had to perform a combination of digit-categorization and spatial-compatibility task. There, before every trial, one of the women or landscape pictures was presented. Results showed selective performance impairments: the numerical distance effects increased on trials that followed women pictures but only, if another person concurrently evaluated these women pictures. In a second experiment, using the affective priming paradigm, the authors show that female pictures have a more negative connotation when they are concurrently evaluated by another person (social-evaluative context) than when they are not evaluated (neutral context). Together, these results suggest that the social-evaluative context triggers mild negative affective reactions to women pictures which then impair performance in an unrelated task.