New directions in message tailoring: Beyond affect-cognition matching effects in persuasion
(Ya Hui) Michelle See (National University of Singapore)
Much research has examined message tailoring as a persuasion strategy. The dominant finding in such research is a matching effect, where the tailored message produces more attitude change than the tailored message. Yet there remain unanswered questions: Do lay individuals use message tailoring to persuade their partners? When does message tailoring backfire? Does message tailoring impact other outcomes besides attitudes? In this talk, I will present new findings that address these questions and discuss their implications for our understanding and future examination of affect-cognition matching effects.
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