MODERATORS OF THE IMPACT OF SELF-REFERENCE ON PERSUASION

This article examines two related issues: how variation in the level o f self-reference in which people engage affects their persuasion and w hat factors may moderate self-reference effects. Respondents viewed ad s 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 (moder ate) increase in self-referencing enhanced persuasion, while a further (extreme) increase undermined persuasion. These effects emerged, howe ver, only when subjects were highly motivated to attend to the ad. Whe n ad recipients' motivation was low, self-referencing had no effect.