Affective-Cognitive Matching in Persuasion

This chapter summarizes research examining matches between the affective or cognitive characteristics of persuasive content and the affective or cognitive characteristics of the recipient. This type of matching, known as affect-cognition matching, can be an effective strategy for eliciting greater attitude change. Here, we consider three conceptual perspectives regarding individual differences in affect-cognition matching: structural bases of attitudes, attitude meta-bases, and motivational orientations. Research adopting the structural bases perspective assesses the extent to which attitudes are primarily underpinned by affect or cognition. Research using the meta-bases perspective assesses the extent to which people subjectively perceive their attitudes as being predominantly based on affect or cognition. Research adopting the motivational perspective assesses the extent to which individuals are motivated to primarily seek out and process affective versus cognitive information (need for affect vs. need for cognition). For each perspective, we review evidence on the matching effect. We also explore the process underlying matching effects and how the integration of different variables may help yield a more complete understanding of affect-cognition matching.