Achieving persuasion or avoiding resistance? Using motivational matching theory to disentangle the benefits of matched messages from the costs of mismatched messages
Year: 2025
Type: article
Abstract: 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 mismatching. We present a framework to disentangle these effects, and report two experiments (using samples of American adults) that demonstrate how mismatching actively reduces persuasion. In Study 1 (N=689), messages promoting volunteerism were substantially less successful to the extent that they contained elements that conflicted with people’s motivations to volunteer. In Study 2 (N=1,101), the detrimental effects of providing mismatched messages (e.g., presenting liberal individuals with appeals highlighting conservative values) were greater in magnitude than the benefits of providing matched messages (e.g., presenting liberal individuals with appeals highlighting liberal values). We discuss implications for theory and practice, including situations when generic/neutral messaging may outperform matching-based persuasion.
Source: Cogent Psychology
Institutions: University of Leeds, University of Minnesota
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: gold
Estimated APC paid: $1,134
Funder: University of Minnesota
OpenAlex ID: W4413240724