Moderators of the Impact of Self-Reference on Persuasion

This article examines two related issues: how variation in the level of self-reference in which people engage affects their persuasion and what factors may moderate self-reference effects. Respondents viewed ads that varied on two dimensions intended to influence the use of self-reference, namely, t...

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Bibliographic Details
Published inThe Journal of consumer research Vol. 22; no. 4; pp. 408 - 423
Main Authors Meyers-Levy, Joan, Peracchio, Laura A.
Format Journal Article
LanguageEnglish
Published Oxford University of Chicago Press 01.03.1996
Oxford University Press
Subjects
Anxiety
Automobile insurance
Comparative analysis
Consumer behavior
Consumer research
Copy
Dating services
Observational research
Participant observation
Percentages
Persuasion
Print advertising
Self referential statements
Social psychology
Studies
United States > US
Online AccessGet full text
ISSN0093-5301
1537-5277
DOI10.1086/209458

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Summary:This article examines two related issues: how variation in the level of self-reference in which people engage affects their persuasion and what factors may moderate self-reference effects. Respondents viewed ads that varied on two dimensions intended to influence the use of self-reference, namely, the wording of the ad copy and the perspective from which the ad photo was shot. Results indicated that an initial (moderate) increase in self-referencing enhanced persuasion, while a further (extreme) increase undermined persuasion. These effects emerged, however, only when subjects were highly motivated to attend to the ad. When ad recipients' motivation was low, self-referencing had no effect.
Bibliography:ObjectType-Article-1
SourceType-Scholarly Journals-1
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ISSN:0093-5301
1537-5277
DOI:10.1086/209458