Hypotheses drawn from Tajfel and Turner's (1986) Social Identity Theory and a hypothesized “need for distinctiveness” predict that attention to how two groups differ, as opposed to how they are similar, should reduce prejudice. Previous research, however, indicates that a self-awareness manipulation is needed for prejudice reduction to occur (Zárate et al., 2000). It is possible, however, that the previous self-awareness manipulations acted as self-affirmation procedures, which may complicate any interpretations. Research by Fein and Spencer (1997) based on Self-Affirmation Theory show that self-affirmation procedures enhance self-concept, which acts to reduce expressed prejudice. The present studies test hypotheses concerning a need for distinctiveness and the role of the self in prejudice reduction. Participants were asked to focus on between-group similarities or between-group differences, after which participants performed a self-affirmation task (Experiment 1) or a negative self-awareness task (Experiment 2). Results demonstrate that attention to group differences, in conjunction with a self-awareness manipulation, reduces prejudice. The findings are discussed for the relevance to various theories of prejudice and for models of cultural pluralism.