View article

Two experiments were conducted to examine whether attitudes based on affect or cognition were more susceptible to persuasive appeals that matched versus mismatched the basis of attitudes. Experiment 1 provided evidence for a relative affective/cognitive persuasion matching effect and suggested that this matching effect could not be accounted for by attribute matching rather than affective/cognitive matching. Regardless of whether the persuasive appeal matched or mismatched the attitude on the attribute dimension, an affective/cognitive persuasion matching effect occurred. Experiment 2 examined whether the affective/cognitive matching effect could be accounted for by direct/indirect experience persuasion matching. Holding the direct/indirect experience distinction constant, results again demonstrated a relative affective/cognitive persuasion matching effect. Analyses of both experiments using previously …