. Burnkrant, Robert E. et . Unnava, H. Rao, Effects of self-referencing on persuasion , Journal of consumer research Consumer research;JCR , 22(1), 1995, pp. 17-26
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.