Abstract: Relating information to the self has been shown to produce better recall than purely semantic and other encoding strategies. In this article the basis for the self-reference effect (SRE) are discussed and other related research are reviewed .It seems that the self is a well-developed construct that promotes both elaboration and organization of encoded information. Further SRE related PET research has indicated that the concept of self involved in episodic memory retrieval, which is consistent with the HERA model. The authors also discuss the implications of the new trend in this field: the self, memory and culture.

Key words: self, self-reference effect, R/K judgment,HERA model.