EFFECTS OF SELF-REFERENCING ON PERSUASION

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.