廣告人員為了讓消費者和廣告間產生關連，在廣告的設計上，往往會透過呈現與個人相關的廣告資訊，或個人過去所曾經擁有的經驗來喚起消費者過去的記憶，以獲得較佳的廣告效果，而這種引發與自我相關事物記憶的廣告，便是所謂的自我參照廣告。根據本研究蒐集實務上的廣告後發現，這種自我參照廣告策略常常被運用，但國內有關這方面的研究與討論卻相當缺乏，因此，本研究以自我參照廣告為探討主題，主要目的是瞭解消費者在觀看「情感型」與「非情感型」自我參照廣告時，當引發其正面或負面經驗時，何者會有較佳的廣告效果，以及論點品質的強弱會如何影響其間的關係。
本研究以實驗法的方式進行，自變項為自我參照(情感型／非情感型)、回憶經驗(正／負)與論點品質(強／弱)，應變項則為產品特徵回憶度、廣告態度與品牌態度。研究結果發現，在「情感型」自我參照的情境下，當鼓勵消費者取回的是過去正面、美好的情感性記憶時，消費者會因回想過去正面的記憶而產生強烈的正面情感反應，並沈浸於記憶的回想中，且忽略產品論點的描述，導致強、弱論點對廣告效果並沒有影響；反之，當消費者回想的是情感性的負面記憶時，則會產生負面的情感反應，此時消費者為了排除這些不好的情緒，反而會藉由對廣告論點的深思處理來消除其負面情緒，因此，強論點較弱論點有較佳的廣告效果。另一方面，在「非情感型」自我參照的情境下，當鼓勵消費者回想的是過去較不具情感成分、與產品使用較有關連的經驗時，取回經驗的正負向對於廣告效果並無顯著的差異，消費者都會著重在廣告論點的深思處理，因此，強論點會比弱論點有較佳的廣告效果。根據上述發現，本研究在實務建議上認為，當廣告主所推出的產品並沒有突出的論點品質時，可運用情感型自我參照且鼓勵取回正面經驗的廣告策略，以降低弱論點所帶來的不利；相反地，當廣告主所推出的產品擁有突出的論點品質時，則可運用非情感型自我參照且鼓勵取回負面經驗的廣告策略，以獲得最佳的廣告效果。

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