An understanding of the self helps explain not only human thoughts, feelings, attitudes but also many aspects of everyday behaviour. This talk focuses on a viewpoint - self as processes. This viewpoint emphasizes the dynamics of the self that best connects with the development of the self over time and its realist orientation. We are combining psychological experiments and data mining to comprehend the stability and adaptability of the self across various populations. In this talk, I draw on evidence from experimental psychology, cognitive neuroscience, and machine learning approaches to demonstrate why and how self-association affects cognition and how it is modulated by various social experiences and situational factors