In 10 separate investigations with nearly 5,000 participants, we examined what self-awareness really is, why we need it, and how we can increase it.

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As people age, self-perceptions become much more detailed and organized as people form a better idea of who they are and what is important to them. If self-publishing is working out so well for some people, why aren't more doing it?

Well, that's the first thing to note — a lot of people are doing it. Self-concept tends to be more malleable when people are younger and still going through the process of self-discovery and identity formation.