Achieving persuasion or avoiding resistance? Using motivational matching theory to disentangle the benefits of matched messages from the costs of mismatched messages
Persuasive messages are more effective when they are tailored to engage differences in people’s motivations—such as a person’s values or identity. This phenomenon is known as ‘motivational matching’. Yet, studies commonly confound the beneficial effects of matching with the detrimental effects of mi...
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| Principais autores: | , , |
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| Formato: | Artigo |
| Idioma: | Inglês |
| Publicado em: |
Taylor & Francis Group
2025-12-01
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| coleção: | Cogent Psychology |
| Assuntos: | |
| Acesso em linha: | https://www.tandfonline.com/doi/10.1080/23311908.2025.2541775 |
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