The self-reference effect has been widely researched in marketing for its ability to improve how favorably consumers remember a message, but less so for its ability to improve recall and learning of text. For example, whether the following information
You bought some milk and cheese.
would be more effectively recalled than
He bought some milk and cheese.
The self-reference effect appears to improve information encoding by using autobiographical memory, but does any work specifically look at relationships between using the 2nd or 3rd person and learning/recall?