(Ya Hui) Michelle See | Message Tailoring in Affective and Cognitive Persuasion

Institute of Personality and Social Research Colloquium

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: When does message tailoring backfire? Does message tailoring impact other outcomes besides attitudes? Do lay individuals use message tailoring to persuade their partners? Are there cross-cultural differences in openness to affective-cognitive persuasion? In this talk, I will present findings that address these questions and discuss implications and future directions.