A mass counterterm cancels the divergent part of a self-energy that has the tensor structure of a mass term. Its finite part depends on the renormalization scheme, while an on-shell scheme chooses it so that the renormalized mass equals the pole mass.
With renormalized Dirac fields, the coefficient of in the counterterm Lagrangian is , whereas the bare-parameter shift is at first order. In Feynman gauge and , QED has and . Their difference gives . Defining the insertion and the mass coefficient before quoting its sign avoids confusing these two counterterms.
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