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Darren Dahl (Editor in Chief)Eileen FischerGita JoharVicki Morwitz

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Effects of Self-Referencing on Persuasion

Robert E. Burnkrant, H. Rao Unnava
DOI: http://dx.doi.org/10.1086/209432 17-26 First published online: 1 June 1995

Abstract

Two experiments manipulate self-referencing by varying copy writing strategy. It is found that increasing self-referencing increases message elaboration and can increase persuasion when message arguments are strong. However, when self-referencing is increased in the presence of other variables that also enhance elaboration, the favorable effect of self-referencing on persuasion is moderated or reversed. A two-factor explanation is employed to generate predictions and account for results.

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