Effects of Self-Referencing on Persuasion
AbstractTwo 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 InfoArticle provided by University of Chicago Press in its journal Journal of Consumer Research.
Volume (Year): 22 (1995)
Issue (Month): 1 (June)
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