This findings are clearly interesting in many aspects. However, I fail to see (please correct me) how the authors of the research can jump to the conclusion that changes in perceived personality == reading makes us think about ourselves — Surely there are other, reasonable explanations that don't make such a logical leap... Such as, the literature is such a powerful force on our emotions that it changes the way we feel (not how we view ourselves) for some time afterwards. I find the 'how we view ourselves' point far too philosophical.