The priming literature has documented the influence of trait terms held outside of conscious awareness on later judgment relevant to the primed trait dimension. The present research demonstrated that spontaneous trait inferences can serve as self-generated primes. In Experiment 1, Ss instructed to memorize trait-implying sentences (thus spontaneously inferring traits outside of consciousness) showed assimilation effects in judgment. Ss instructed to form inferences from these sentences (thus consciously inferring traits) showed contrast effects. Experiment 2 demonstrated that these findings were due to semantic activation rather than to a general evaluative response. When evaluatively inconsistent trait constructs were primed, similar patterns of assimilation and contrast were found. Implications for the ubiquitous occurrence of priming through the process of social categorization are discussed.