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In the 80s, the study of subjective identity, as expressed by the notion of Self, become an important subject matter for American experimental cognitive psychology. In this field, scientific research focuses mainly on models and methodology of information processing as applied to the study of the Self. Despite various inconsistencies, they rely on basic assumptions this article aims to elucidate. The article offers a critical analysis that relies on an approach that finds its inspiration in phenomenology and the resulting existential psychology. It concludes that phenomenology’s framework seems more appropriate in accounting for the notion of subjective identity than that of cognitivism, the latter tending to obsess over methodology at the expense of epistemological thinking.