Effects of Self-Referencing on Persuasion

Robert E Burnkrant and H Rao Unnava

Journal of Consumer Research, 1995, vol. 22, issue 1, 17-26

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. Copyright 1995 by the University of Chicago.

Date: 1995
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Persistent link: https://EconPapers.repec.org/RePEc:oup:jconrs:v:22:y:1995:i:1:p:17-26

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