The Handbook of Personalized Persuasion (eBook, PDF)

Theory and Application
Redaktion: Petty, Richard E.; Teeny, Jacob D.; Luttrell, Andrew

• Format: PDF

Produktbeschreibung

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.

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Produktdetails

• Verlag: Taylor & Francis eBooks
• Seitenzahl: 468
• Erscheinungstermin: 19. Februar 2025
• Englisch
• ISBN-13: 9781040298749
• Artikelnr.: 73143944

Autorenporträt

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.

Inhaltsangabe

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