Self-referencing theory originates from cognitive psychology and refers to the tendency of individuals to process information more deeply when it is related to the self. Early work conceptualized the self as a structured memory system integrating semantic knowledge and episodic experiences accumulated over time (Greenwald & Banaji, 1989). Information linked to the self benefits from richer associative networks, which increases elaboration, accessibility, and recall. This effect is not merely motivational but cognitive in nature: self-related cues activate a dense set of memory traces, making encoding and retrieval more efficient than for non-self-related information.

A central implication of self-referencing is its impact on information processing depth. When individuals are prompted to relate a stimulus to themselves, they engage in more extensive cognitive elaboration, resulting in stronger memory traces and more stable evaluations. This mechanism aligns with broader persuasion frameworks emphasizing elaborative processing, such as the Elaboration Likelihood Model, which posits that personally relevant information is more likely to be processed via the central route, leading to more enduring attitude change (Petty & Cacioppo, 1986). Importantly, self-referencing does not operate independently of experience. Prior familiarity with an object or behavior facilitates mental representation and reduces reliance on externally provided cues, whereas individuals with little or no experience are more susceptible to self-referential prompts.

In consumer research, self-referencing has been shown to enhance message effectiveness by increasing perceived relevance and engagement. Burnkrant and Unnava (1995) demonstrated that advertising messages encouraging consumers to think about themselves increase elaboration and persuasion, particularly when involvement is moderate. Self-referencing can be elicited through linguistic cues, such as second-person pronouns or questions, as well as through visual or narrative elements that invite consumers to imagine themselves in consumption situations. These processes often involve mental simulation, whereby consumers construct hypothetical usage scenarios that allow them to anticipate outcomes and evaluate value.

In advertising contexts, self-referencing has been associated with improved recall, more favorable attitudes toward ads, and stronger behavioral intentions (Debevec & Iyer, 1988). Its effectiveness, however, depends on boundary conditions such as consumer experience and message credibility. Excessive or implausible self-referential cues may backfire if they conflict with prior knowledge or perceived authenticity. More recent applications illustrate the relevance of self-referencing in personalized and targeted communication, including recruitment advertising, where cues that facilitate self-identification increase attitudes and intentions (Pfiffelmann & Soulez, 2021). Overall, self-referencing theory provides a parsimonious and well-established framework for understanding how personal relevance shapes information processing and persuasion in marketing communication.

References

Burnkrant, R. E., & Unnava, H. R. (1995). Effects of self-referencing on persuasion. Journal of Consumer Research, 22(1), 17–26.

Debevec, K., & Iyer, E. (1988). Self-referencing as a mediator of the effectiveness of sex-role portrayals in advertising. Psychology & Marketing, 5(1), 71–84.

Greenwald, A. G., & Banaji, M. R. (1989). The self as a memory system: Powerful, but ordinary. Journal of Personality and Social Psychology, 57(1), 41–54.

Petty, R. E., & Cacioppo, J. T. (1986). The elaboration likelihood model of persuasion. Advances in Experimental Social Psychology, 19, 123–205.

Pfiffelmann, J., & Soulez, S. (2021). Persuasive effect of potential employees’ names and photographs in a recruitment advertisement. Canadian Journal of Administrative Sciences, 38(3), 303–317.