Self-Schema Matching and Attitude Change: Situational and Dispositional Determinants of Message Elaboration

Research indicates that messages or products matching individuals' self-schemata are viewed more favorably, but little is known about how or when such effects occur. Experiment 1 indicates that messages matched to participants' level of extroversion lead to larger argument quality effects on attitudes than do mismatched messages. In experiment 2, these effects are replicated with the self-schema of need for cognition. Across studies, matching messages to recipients' self-schemata leads to increased or decreased persuasion, depending on the advertisement's argument quality. The interaction of self-schema matching with argument quality along with participants' pattern of cognitive responses suggests an elaboration-based account. (c) 2005 by JOURNAL OF CONSUMER RESEARCH, Inc..