The Self Choice Effect When Choosing for Others.

People tend to remember information from which they chose better than information assigned to them-a pattern known as the self-choice effect. The present studies tested the hypothesis that choosing for another person also improves memory. Studies 1a and 1b found that choosing for self and choosing for others both enhance memory compared with having no choice. Study 2 found that choosing for others boosts memory regardless of the closeness of the other. Study 3 found no memory benefit of making easy or difficult choices for others, contrary to predictions. And in Study 4 choosing for others enhanced memory only for chosen items. A mini meta-analysis combining all studies supported the conclusion that choosing for others enhances memory on a par with choosing for oneself. These results suggest that the effects of choice on memory signify something other than self-reference, which we presume to be substantially reduced when choosing for others.