(National University of Singapore)
New Directions in Message Tailoring: Beyond Affect-Cognition Matching Effects in Persuasion
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 nontailored 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? 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.
The colloquium will be held in person and streamed live on zoom. Please contact siev.1@osu.edu for the zoom link.