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- Title
THE SELF-REFERENCE EFFECT IN PERSUASION IMPLICATIONS FOR MARKETING STRATEGY.
- Authors
Debevec, Kathleen; Spotts, Harlan E.; Kernan, Jerome B.
- Abstract
The role of the self in information processing and persuasion is reviewed. The ways in which social psychologists and consumer researchers have operationalized self-referencing are discussed in terms of present and potential marketing strategies. It is suggested that the effectiveness of many strategies that marketers use intuitively can be explained by the self-reference effect. Methods for testing the effectiveness of persuasion strategies based on self-referencing are offered.
- Subjects
PERSUASION (Psychology); HUMAN information processing; COGNITIVE psychology; INFLUENCE; MARKETING research; SOCIAL psychology; MARKETING theory; AUTOPOIESIS; BEHAVIORAL economics; ADVERTISING effectiveness
- Publication
Advances in Consumer Research, 1987, Vol 14, Issue 1, p417
- ISSN
0098-9258
- Publication type
Article