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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| Published in | The Journal of consumer research Vol. 22; no. 4; pp. 408 - 423 |
|---|---|
| Main Authors | , |
| Format | Journal Article |
| Language | English |
| Published |
Oxford
University of Chicago Press
01.03.1996
Oxford University Press |
| Subjects | |
| Online Access | Get full text |
| ISSN | 0093-5301 1537-5277 |
| DOI | 10.1086/209458 |
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| Abstract | 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. |
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| AbstractList | Advertisers often attempt to persuade consumers of a product's merits by encouraging them to relate the product to themselves or their own experiences. Research suggests that this process of relating information to oneself, known as self-reference, can have several salutary effects. A study examines 2 related issues: how variation in the level of self-references in which people engage affects their persuasion and what factors may moderate self-reference effects. Respondents viewed advertisements that varied on 2 dimensions intended to influence the use of self-reference, namely, the wording of the ad copy and their 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. 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. Abstract only |
| Author | Meyers-Levy, Joan Peracchio, Laura A. |
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| Copyright | Copyright 1996 Journal of Consumer Research, Inc. Copyright University of Chicago, acting through its Press Mar 1996 |
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| Snippet | 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... Abstract only Advertisers often attempt to persuade consumers of a product's merits by encouraging them to relate the product to themselves or their own experiences.... |
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| Title | Moderators of the Impact of Self-Reference on Persuasion |
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