A Review and Conceptual Framework for Understanding Personalized Matching Effects in Persuasion

One of the most reliable and impactful methods for enhancing a persuasive appeal is to match an aspect of the proposal (i.e., its content, source, or the setting in which it is delivered) to an aspect of the consumer receiving it. This personalized matching in persuasion (also called tailoring, targeting, customizing, or personalizing) comprises a robust and growing literature. In the present review, we describe different types of persuasive...