Advertising media are very interested in studies on self-reference. Acquiring and implementing data from all studies in self-reference helps advertisers better understand the stimuli needed to influence subjects to purchase based on their personality. (Bashara, 2007) A high-profile use of self-reference in advertising was the use of Listerine mouthwash, originally a surgical antiseptic. Gerald Lambert, president of the company that produced Listerine, introduced the "disease" of halitosis and the remedy Listerine. Self-reference in the adverts included the use of women attending weddings and looking at the bride and groom with the headline "Always a bridesmaid, never a bride", suggesting that if she did not have the disease she could find a husband. The ads even suggested “you probably don’t know you have it; no one will tell you” (Bashara, 2007). Self-reference studies show that individuals have better memory when certain information concerns them. During the study, individuals were given a series of words. They were asked either if the word had an “e »...