Moderators of the impact of self-reference on persuasion

Joan Meyers-Levy, Laura A. Peracchio

Research output: Contribution to journalArticlepeer-review

155 Scopus citations


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.

Original languageEnglish (US)
Pages (from-to)408-423
Number of pages16
JournalJournal of Consumer Research
Issue number4
StatePublished - Mar 1996
Externally publishedYes


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