In a study by Burnkrant & Unnava (1989),participants were presented with an advertisement for disposable razors which either did or did not contain the self-referencing pronoun "you." The results of the study revealed that the use of the word "you" caused people to be

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The study found that the use of the word "you" increased persuasion, but only when the ad contained strong arguments. This suggests that the use of "you" may serve to personalize the message and make it more relevant to the individual, but only if the arguments are strong enough to engage them. If the arguments are weak, the use of "you" may not be enough to overcome skepticism or disbelief.

In a Study by Burnkrant & Unnava (1989),participants Were Presented