The Handbook 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 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.

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 People’s 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