Effects of self-relevant perspective-taking on the impact of persuasive appeals

Researchers offer participants persuasive communications in the form of charitable appeals and commercial advertisements. By drawing the attention of the participant to how similar they are with either a victim of misfortune (in a charitable appeal) or a protagonist (in a commercial appeal), researchers conclude persuasive power increases when similarities are high, decreases when similarities are moderately low and has no effect when similarities are very low.