1st Edition
The Handbook of Personalized Persuasion Theory and Application
The Handbook of Personalized Persuasion provides the most comprehensive and state-of-the-art review of the expansive literature on personalized messaging in persuasion.
The book describes what features of people, messages, and contexts are most effective for personally tailored communication, and how this knowledge can be leveraged to improve the influence of messaging in any domain. It also addresses when such personalization can be counterproductive or backfire. Bringing together some of the foremost experts in the area, the book consists of a diverse, global, and interdisciplinary set of scholars who tackle the theory and application of personalized persuasion. Organized into two sections, the first part of this book addresses the many aspects of people to which messages can be targeted, such as the basis of a person’s attitude or the person’s goals or identity. The second part of this book tackles the many important areas of application in which personalized messaging has been examined, such as political and health messaging, consumer advertising, and even online misinformation.
This handbook is essential reading for researchers and students in social psychology and across the behavioral and social sciences, while also offering practitioners in marketing, government, and beyond the most cutting-edge insights into how to maximize the influence of personalized persuasion.
Preface
Richard E. Petty, Andrew Luttrell and Jacob Teeny
Part I: Overview
1. An Introduction to Personalized Persuasion
Andrew Luttrell, Jacob D. Teeny, and Richard E. Petty
Part II: Recipient Characteristics Involved in Personalized Persuasion
2. Motivational Message Matching and the Functional Approach to Personalized Persuasion
Keven Joyal-Desmarais, Alex J. Rothman and Mark Snyder
3. Affective-Cognitive Matching in Persuasion: Similarities and Differences Among Three Intrapsychic Perspectives
Antonio Aquino, Francesca Romana Alparone, Geoffrey Haddock, Gregory R. Maio, and Lukas J. Wolf
4. Matching Construal Level to Regulatory Scope in Persuasion
Phuong Q. Le and Kentaro Fujita
5. Leveraging the Promotion and Prevention System: A Motivational Approach to Personalized Persuasion
Angela Y. Lee
6. Appealing to Morality and Values: A Personalized Matching Account
Andrew Luttrell
7. The Role of Social Identity and Stigma in Matching Persuasive Appeals to People’s Groups
Monique A. Fleming
8. Culture and Personalized Persuasion
Sharon Shavitt
9. Matching the Intervention to Its Intended Outcome: Effects of Introducing or Changing Beliefs, Attitudes, and Behaviors
Dolores Albarracín and Yubo Zhou
Part III: Domain-Specific Applications of Personalized Persuasion
10. Using Message Matching Strategies to Promote Health: Opportunities and Challenges
Alex J. Rothman, Maya G. Rogers, and Traci Mann
11. Persuasive Political Targeting
James N. Druckman
12. Understanding Effective Consumer Advertising and Word of Mouth via Personalized Persuasion
Jacob D. Teeny
13. Why Tailoring Environmental Messages Has Mixed Persuasive Benefits: A Narrative Review and Strategic Discussion
Matthew H. Goldberg and Abel Gustafson
14. Culturally Targeting and Tailoring Educational Interventions to Students’ Identities
Eva S. Pietri, Veronica Derricks, and India R. Johnson
15. Personalized Psychological Intergroup Interventions: A Three-Factor Framework
Shira-Hebel-Sela, Boaz Hameri, and Eran Halperin
16. Personalized Matching in the Misinformation Domain
Mark W. Susmann, Joseph J. Siev, Duane T. Wegener and Richard E. Petty
17. Personalized Persuasion in Digital Media
Sumer S. Vaid, Gabriella M. Harari, and Sandra C. Matz
Part IV: Conclusions
18. Mechanisms of Personalized Persuasion: Multiple Processes, Meanings, and Outcomes
Pablo Briñol and Richard E. Petty
19. The Present and Future Landscape of Personalized Persuasion
Jacob D. Teeny, Andrew Luttrell and Richard E. Petty
Biography
Richard E. Petty, PhD, is a Distinguished University Professor of psychology at The Ohio State University. Petty's research focuses broadly on the situational and individual difference factors responsible for changes in beliefs, attitudes, and behaviors. Much of his current work examines the implications of the Elaboration Likelihood Model of persuasion for understanding prejudice, consumer choices, political and legal decisions, and health behaviors.
Andrew Luttrell, PhD, is an Associate Professor of psychological science at Ball State University. His research centers on people’s opinions, including when and how those opinions change. In particular, he is interested in what happens when people moralize their opinions and how moral persuasive rhetoric can sometimes be compelling and sometimes backfire.
Jacob D. Teeny, PhD, is an Assistant Professor of marketing at Northwestern University, specializing in the psychology of social influence. Specifically, he researches the factors that lead people to try to persuade others, the elements in a message or advertisement that make it more persuasive, and how the norms underlying society influence people’s everyday opinions.
