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Publication
Matching consistency effects in persuasion: distinguishing between consistent and mixed framed messages
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Authors
Advisor(s)
Abstract(s)
Alinhar o conteúdo de mensagens com características dos destinatários (i.e.,
matching) é uma estratégia persuasiva frequentemente associada a atitudes favoráveis e
intenções comportamentais. Contrariamente a estudos anteriores focados em exposições a
mensagens únicas, adotamos uma abordagem original. Controlámos diferenças de
necessidade de cognição (NC) e expusemos os participantes a dois anúncios. Nas condições
consistentes, as mensagens de ambos os anúncios alinhavam-se ou não ao traço de
extroversão. Nas condições inconsistentes, uma alinhava-se e a outro não (ou vice-versa).
Previsões em relação às atitudes nas condições consistentes foram contrariadas.
Especificamente, anúncios matching consistentes não resultaram em atitudes mais favoráveis,
desafiando o efeito de favorabilidade para mensagens matching, habitualmente retratado na
literatura.
Diferenças na certeza das atitudes com base na consistência dos anúncios também
não foram confirmadas. Esperávamos que as condições consistentes promovessem níveis
mais elevados de certeza, mas não encontrámos diferenças na certeza entre condições
consistentes e inconsistentes. Adicionalmente, indivíduos com NC elevado não relataram
maior certeza. Assim, os resultados contrariaram estudos anteriores que relacionam a
inconsistência à redução da certeza e o NC elevado ao aumento da certeza.
Apesar de não apoiarem as nossas previsões em relação às atitudes e certeza, os
dados obtidos revelaram uma relação significativa entre ambas. As atitudes exerceram uma
influência notável nas intenções comportamentais, especialmente quando os indivíduos
estavam muito certos das suas atitudes, reforçando evidencias anteriores da existência desta
moderação.
De forma exploratória, descobrimos padrões interessantes nas condições
inconsistentes, com variações em NC a resultarem em efeitos distintos nas três variáveis em
estudo.
ABSTRACT: Aligning message content with recipients’ characteristics (i.e., matching), is a persuasive strategy often associated with favorable attitudes and behavioral intentions. Unlike previous research focusing on single message exposures, we employed a unique approach. We controlled for differences in need for cognition (NC) and exposed participants to two advertisements. In consistent conditions the frames of both advertisements either consistently matched or mismatched their extroversion trait. In inconsistent conditions, one matched and the other mismatched (or vice versa). Our predictions regarding attitudes in response to the exposure of consistent frames were contradicted. Specifically, consistent matching advertisements did not yield more favorable attitudes, challenging the established literature showing a favorability effect for matching messages. Anticipated differences in attitude certainty based on ads consistency were also not supported. We expected consistent conditions to lead to higher certainty levels, but our results revealed no difference in certainty between consistent and inconsistent conditions. Furthermore, we did not find that high NC individuals reported greater certainty than low NC individuals. These findings contrast previous literature linking inconsistency to reduced certainty and high NC to increased certainty. Despite not providing support to our predictions regarding attitudes or attitude certainty, obtained data revealed a significant relationship between the two. Attitudes notably influenced behavioral intentions, particularly when individuals were highly certain about their attitudes, thus reinforcing prior evidence supporting the existence of this moderation. In an exploratory endeavor of the inconsistent conditions, we uncovered interesting patterns, with variations in NC leading to distinct effects across the three variables under study.
ABSTRACT: Aligning message content with recipients’ characteristics (i.e., matching), is a persuasive strategy often associated with favorable attitudes and behavioral intentions. Unlike previous research focusing on single message exposures, we employed a unique approach. We controlled for differences in need for cognition (NC) and exposed participants to two advertisements. In consistent conditions the frames of both advertisements either consistently matched or mismatched their extroversion trait. In inconsistent conditions, one matched and the other mismatched (or vice versa). Our predictions regarding attitudes in response to the exposure of consistent frames were contradicted. Specifically, consistent matching advertisements did not yield more favorable attitudes, challenging the established literature showing a favorability effect for matching messages. Anticipated differences in attitude certainty based on ads consistency were also not supported. We expected consistent conditions to lead to higher certainty levels, but our results revealed no difference in certainty between consistent and inconsistent conditions. Furthermore, we did not find that high NC individuals reported greater certainty than low NC individuals. These findings contrast previous literature linking inconsistency to reduced certainty and high NC to increased certainty. Despite not providing support to our predictions regarding attitudes or attitude certainty, obtained data revealed a significant relationship between the two. Attitudes notably influenced behavioral intentions, particularly when individuals were highly certain about their attitudes, thus reinforcing prior evidence supporting the existence of this moderation. In an exploratory endeavor of the inconsistent conditions, we uncovered interesting patterns, with variations in NC leading to distinct effects across the three variables under study.
Description
Dissertação de Mestrado realizada sob a orientação do Professor Doutor Filipe Loureiro apresentada no Ispa – Instituto Universitário para obtenção de grau de Mestre na especialidade de Psicologia Social e das Organizações.
Keywords
Matching Consistência Atitudes Certeza nas Atitudes Intenções comportamentais Matching Consistency Attitudes Attitude Certainty Behavioral Intentions