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Effects of Self-Referencing on Persuasion

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  • Burnkrant, Robert E
  • Unnava, H Rao
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    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.

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    Bibliographic Info

    Article provided by University of Chicago Press in its journal Journal of Consumer Research.

    Volume (Year): 22 (1995)
    Issue (Month): 1 (June)
    Pages: 17-26

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    Handle: RePEc:ucp:jconrs:v:22:y:1995:i:1:p:17-26

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    Web page: http://www.journals.uchicago.edu/JCR/

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    Cited by:
    1. Lafferty, Barbara A. & Goldsmith, Ronald E., 2005. "Cause-brand alliances: does the cause help the brand or does the brand help the cause?," Journal of Business Research, Elsevier, vol. 58(4), pages 423-429, April.
    2. Coulter, Keith S. & Punj, Girish, 1999. "Influence of Viewing Context on the Determinants of Attitude Toward the Ad and the Brand," Journal of Business Research, Elsevier, vol. 45(1), pages 47-58, May.
    3. Romaniuk, Jenni & Nenycz-Thiel, Magda, 2013. "Behavioral brand loyalty and consumer brand associations," Journal of Business Research, Elsevier, vol. 66(1), pages 67-72.
    4. Kaltcheva, Velitchka D. & Patino, Anthony & Chebat, Jean-Charles, 2011. "Impact of retail environment extraordinariness on customer self-concept," Journal of Business Research, Elsevier, vol. 64(6), pages 551-557, June.
    5. Fong, Cher-Min & Lee, Chun-Ling & Du, Yunzhou, 2013. "Target reputation transferability, consumer animosity, and cross-border acquisition success: A comparison between China and Taiwan," International Business Review, Elsevier, vol. 22(1), pages 174-186.
    6. Lafferty, Barbara A. & Edmondson, Diane R., 2014. "A note on the role of cause type in cause-related marketing," Journal of Business Research, Elsevier, vol. 67(7), pages 1455-1460.
    7. Durkin, Sarah & Bayly, Megan & Cotter, Trish & Mullin, Sandra & Wakefield, Melanie, 2013. "Potential effectiveness of anti-smoking advertisement types in ten low and middle income countries: Do demographics, smoking characteristics and cultural differences matter?," Social Science & Medicine, Elsevier, vol. 98(C), pages 204-213.
    8. Merchant, Altaf & Rose, Gregory M., 2013. "Effects of advertising-evoked vicarious nostalgia on brand heritage," Journal of Business Research, Elsevier, vol. 66(12), pages 2619-2625.

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