Two factors known to affect the use of self in social prediction, target similarity and order of predictions, are considered in concert to understand how the use of self varies across the prediction of different targets. Replicating earlier studies, we predicted and found that people use the self more when predicting similar others than when predicting dissimilar others. Extending existing studies, we predicted and found order effects for similar others. As predicted no order effects emerged for predictions for dissimilar targets. Because the self is more accessible during the prediction of similar others, it matters whether self-predictions precede or follow other-predictions. Feature-matching theory is proposed as a possible explanation for the emergence of order effects in predictions of similar targets. Copyright © 2007 John Wiley & Sons, Ltd.