Please use this identifier to cite or link to this item: https://doi.org/10.1002/ejsp.1967
Title: When message tailoring backfires: The role of initial attitudes in affect-cognition matching
Authors: See, Y.H.M. 
Valenti, G.
Ho, A.Y.Y.
Tan, M.S.Q.
Issue Date: 2013
Citation: See, Y.H.M., Valenti, G., Ho, A.Y.Y., Tan, M.S.Q. (2013). When message tailoring backfires: The role of initial attitudes in affect-cognition matching. European Journal of Social Psychology 43 (6) : 570-584. ScholarBank@NUS Repository. https://doi.org/10.1002/ejsp.1967
Abstract: This research explores when and how tailoring messages to attitudinal bases backfires. Study 1 demonstrated that for attitudes (toward education subsidies) that were based more on beliefs than emotions, recipients whose initial attitudes were incongruent with the message position (i.e., message opponents) showed mismatching effects, such that the affective message was more persuasive than the cognitive message. Study 2 replicated these mismatching effects among message opponents for attitudes (toward a rival university) that were primarily affective. Study 3 controlled for effects of initial attitude certainty and replicated the mismatching effects of Study 2 for affective attitudes toward an increase in tuition. Finally, Study 4 suggested a potential mechanism for mismatching effects, revealing that for attitudes (toward an online course management system) that were based more on beliefs than emotions, message opponents counter-argued with the cognitive appeal more intensely than the affective appeal. Contrary to the notion in the extant literature that mismatching effects are relatively rare compared with matching effects, the current research suggests that mismatching effects occur for both primarily affective and cognitive attitudes when the recipient is highly opposed to the message position. The present findings also demonstrate the utility of examining attitudinal bases at the object level in the context of message tailoring. Implications for message tailoring and for affective versus cognitive attitudes are discussed. © 2013 John Wiley & Sons, Ltd.
Source Title: European Journal of Social Psychology
URI: http://scholarbank.nus.edu.sg/handle/10635/124521
ISSN: 10990992
DOI: 10.1002/ejsp.1967
Appears in Collections:Staff Publications

Show full item record
Files in This Item:
There are no files associated with this item.

SCOPUSTM   
Citations

9
checked on Aug 16, 2022

WEB OF SCIENCETM
Citations

11
checked on Aug 16, 2022

Page view(s)

147
checked on Aug 4, 2022

Google ScholarTM

Check

Altmetric


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.