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Many studies have shown that memory for an item is better when that item is encoded with reference to the self than when it is encoded with reference to some other person. Lord (1980, Experiment 2), however, observed a reversal of the self-reference effect and attributed this reversal to his subjects' use of imagery. The present series of six experiments contradicts Lord's hypothesis that the selfreference effect is reversed when subjects use imagery to encode the material. In our experiments, self-reference effects were consistently observed with imagery instructions. Furthermore, our results suggest that the benefit of self-reference results from the use of episodic memory when forming images of the self.

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