Prior social psychological studies show that newly assigned personal significance can modulate high-level cognitive processes, e.g., memory and social evaluation, with self-and other-related information processed in dissociated prefrontal structure: ventral vs. dorsal, respectively. Here, we demonstrate the impact of personal significance on perception and show the neural network that supports this effect. We used an associative learning procedure in which we "tag" a neutral shape with a self-relevant label. Participants were instructed to associate three neutral shapes with labels for themselves, their best friend, or an unfamiliar other. Functional magnetic resonance imaging data were acquired while participants judged whether the shape-label pairs were maintained or swapped. Behaviorally, participants rapidly tagged a neutral stimulus with self-relevance, showing a robust advantage for self-tagged stimuli. Self-tagging responses were associated with enhanced activity in brain regions linked to self-representation [the ventral medial prefrontal cortex (vmPFC)] and to sensory-driven regions associated with social attention [the left posterior superior temporal sulcus (LpSTS)]. In contrast, associations formed with other people recruited a dorsal frontoparietal control network, with the two networks being inversely correlated. Responses in the vmPFC and LpSTS predicted behavioral self-bias effects. Effective connectivity analyses showed that the vmPFC and the LpSTS were functionally coupled, with the strength of coupling associated with behavioral self-biases. The data show that assignment of personal social significance affects perceptual matching by coupling internal self-representations to brain regions modulating attentional responses to external stimuli.H umans have the inherent ability to rapidly learn the social salience of a stimulus enhancing survival. There are a considerable number of studies on the effect of self-association in social psychology that have shown that there is enhanced importance assigned to self-associated objects (1), increased preference (2, 3), and stronger memory (4, 5). For example, by assigning participants to a specific team associated with specific symbols, participants typically rapidly orient their attention and prioritize the subsequent processing toward self-associated team members when asked to make social evaluations and allocate rewards (2, 3). These effects are not confined to high-level cognitive processes, however, Sui et al. recently demonstrated that self-associations with neutral geometrical shapes can rapidly alter perception (6), so that self-associated shapes are less affected by contrast reduction than shapes associated to other people. How this rapid perceptual effect of self-tagging emerges was investigated here.In the past decade, there has been an increased interest in the neural mechanism that support self-related processing (7-14) and, in parallel, research that focuses on the way we process information about others (15)(16)(17)(18)(19). The work has rev...