Conscious awareness of self-relevant information is necessary for an incidental self-memory advantage

•Examined the relative contributions of conscious vs. unconscious self-processing to the incidental self-memory advantage.•Target words were preceded by supraliminal vs. subliminal presentation of one’s own or someone else’s name.•An incidental self-memory advantage emerged only when the names were presented supraliminally.•Conscious awareness of self-relevant information is necessary for an incidental self-memory advantage. Co-presenting an item with self-relevant vs. other-relevant information under a non-self-referential encoding context can produce a memory advantage. The present study examined the relative contributions of conscious vs. unconscious processing of self-cues to this incidental self-memory advantage. During encoding, the participant’s own or another person’s name was presented supraliminally or subliminally prior to the presentation of each target word. Consistent across two experiments, we found better memory for words preceded by the own name vs. another name but only when the names were presented supraliminally. The masked priming effect produced by the own name in Experiment 2 suggests that the absence of a self-memory advantage following subliminal name presentation was unlikely due to subliminal self-processing being too weak. Our findings suggest that conscious awareness of self-cues is necessary for an incidental self-memory advantage. Potential qualitative differences between conscious vs. unconscious self-processing mediating the impact of self on memory are discussed.