"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 the 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 the 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"--
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 the book addresses the many aspects of people to which messages can be targeted, such as the basis of a persons attitude or the persons goals or identity. The second part of the 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.
The Handbook of Personalized Persuasion provides the most comprehensive and state-of-the-art review of the expansive literature on personalized messaging in persuasion.
Part I: Overview
1. An Introduction to Personalized Persuasion Part II:
Recipient Characteristics Involved in Personalized Persuasion
2. Motivational
Message Matching and the Functional Approach to Personalized Persuasion
3.
Affective-Cognitive Matching in Persuasion: Similarities and Differences
among Three Intrapsychic Perspectives
4. Matching Construal Level to
Regulatory Scope in Persuasion
5. Leveraging the Promotion and Prevention
System: A Motivational Approach to Personalized Persuasion
6. Appealing to
Morality and Values: A Personalized Matching Account
7. The Role of Social
Identity and Stigma in Matching Persuasive Appeals to Peoples Groups
8.
Culture and Personalized Persuasion
9. Matching the Intervention to its
Intended Outcome: Effects of Introducing or Changing Beliefs, Attitudes, and
Behaviors Part III: Domain-Specific Applications of Personalized Persuasion
10. Using Message Matching Strategies to Promote Health: Opportunities and
Challenges
11. Persuasive Political Targeting
12. Understanding Effective
Consumer Advertising and Word of Mouth via Personalized Persuasion
13. Why
Tailoring Environmental Messages has Mixed Persuasive Benefits: A Narrative
Review and Strategic Discussion
14. Culturally Targeting and Tailoring
Educational Interventions to Students Identities
15. Personalized
Psychological Intergroup Interventions: A Three-factor Framework
16.
Personalized Matching in the Misinformation Domain
17. Personalized
Persuasion in Digital Media Part IV: Conclusions
18. Mechanisms of
Personalized Persuasion: Multiple Processes, Meanings, and Outcomes
19. The
Present and Future Landscape of Personalized Persuasion
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 peoples 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 peoples everyday opinions.
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