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

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  • S. Christian Wheeler
  • Richard E. Petty
  • George Y. Bizer

Abstract

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..

Suggested Citation

  • S. Christian Wheeler & Richard E. Petty & George Y. Bizer, 2005. "Self-Schema Matching and Attitude Change: Situational and Dispositional Determinants of Message Elaboration," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 31(4), pages 787-797, March.
    • Handle: RePEc:oup:jconrs:v:31:y:2005:i:4:p:787-797
    DOI: 10.1086/426613
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    3. Ynte Dam & Janneke Jonge, 2015. "The Positive Side of Negative Labelling," Journal of Consumer Policy, Springer, vol. 38(1), pages 19-38, March.
    4. Thanh-Thao Nguyen & Bianca Grohmann, 0. "The influence of passion/determination and external disadvantage on consumer responses to brand biographies," Journal of Brand Management, Palgrave Macmillan, vol. 0, pages 1-14.
    5. Bekk, Magdalena & Eppmann, René & Klein, Kristina & Völckner, Franziska, 2022. "All that glitters is not gold: An investigation into the undesired effects of gamification and how to mitigate them through gamification design," International Journal of Research in Marketing, Elsevier, vol. 39(4), pages 1059-1081.
    6. Li-Ru Chen & Farn-Shing Chen & Der-Fa Chen, 2023. "Effect of Social Presence toward Livestream E-Commerce on Consumers’ Purchase Intention," Sustainability, MDPI, vol. 15(4), pages 1-15, February.
    7. Navdeep S. Sahni & S. Christian Wheeler & Pradeep Chintagunta, 2018. "Personalization in Email Marketing: The Role of Noninformative Advertising Content," Marketing Science, INFORMS, vol. 37(2), pages 236-258, March.
    8. Alain Samson & Benjamin G. Voyer, 2012. "Two minds, three ways: dual system and dual process models in consumer psychology," AMS Review, Springer;Academy of Marketing Science, vol. 2(2), pages 48-71, December.
    9. Bella Rozenkrants & S Christian Wheeler & Baba Shiv & Gita JoharEditor & Derek RuckerAssociate Editor, 2017. "Self-Expression Cues in Product Rating Distributions: When People Prefer Polarizing Products," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(4), pages 759-777.
    10. Etienne St-Jean & Miruna Radu-Lefebvre & Cynthia Mathieu, 2018. "Can less be more? Mentoring functions, learning goal orientation, and novice entrepreneurs’ self-efficacy," Post-Print hal-01738307, HAL.
    11. Victoria-Sophie Osburg & Vignesh Yoganathan & Boris Bartikowski & Hongfei Liu & Micha Strack, 2020. "Effects of Ethical Certification and Ethical eWoM on Talent Attraction," Journal of Business Ethics, Springer, vol. 164(3), pages 535-548, July.
    12. Gavin L. Fox & Stephen J. Lind, 2020. "A framework for viral marketing replication and mutation," AMS Review, Springer;Academy of Marketing Science, vol. 10(3), pages 206-222, December.
    13. Alden, Dana L. & Kelley, James B. & Youn, James B. & Chen, Qimei, 2016. "Understanding consumer motivations to interact on brand websites in the international marketplace: Evidence from the U.S., China, and South Korea," Journal of Business Research, Elsevier, vol. 69(12), pages 5909-5916.
    14. Reed, Americus & Forehand, Mark R. & Puntoni, Stefano & Warlop, Luk, 2012. "Identity-based consumer behavior," International Journal of Research in Marketing, Elsevier, vol. 29(4), pages 310-321.
    15. Thanh-Thao Nguyen & Bianca Grohmann, 2020. "The influence of passion/determination and external disadvantage on consumer responses to brand biographies," Journal of Brand Management, Palgrave Macmillan, vol. 27(4), pages 452-465, July.
    16. Wang, Hui-Chih & Doong, Her-Sen, 2010. "Argument form and spokesperson type: The recommendation strategy of virtual salespersons," International Journal of Information Management, Elsevier, vol. 30(6), pages 493-501.
    17. Hanne Knight & Mohamed Yacine Haddoud & Phil Megicks, 2022. "Determinants of corporate sustainability message sharing on social media: A configuration approach," Business Strategy and the Environment, Wiley Blackwell, vol. 31(2), pages 633-647, February.
    18. Yao, Qing & Chen, Rong, 2014. "Gift Cards and Gifted Cash: The Impact of Fit between Gift Type and Message Construal," Journal of Retailing, Elsevier, vol. 90(4), pages 481-492.
    19. Vincent Lefebvre & Miruna Radu Lefebvre & Eric Pierre Simon, 2015. "Formal entrepreneurial networks as communities of practice: a longitudinal case study," Post-Print hal-01217308, HAL.
    20. Edwin Love & Tejvir Sekhon & Tara Ceranic Salinas, 2022. "Do well, do good, and know your audience: the double-edged sword of values-based CSR communication," Journal of Brand Management, Palgrave Macmillan, vol. 29(6), pages 598-614, November.
    21. Tu, Lingjiang & Khare, Adwait & Zhang, Yinlong, 2012. "A short 8-item scale for measuring consumers’ local–global identity," International Journal of Research in Marketing, Elsevier, vol. 29(1), pages 35-42.
    22. John Sparks & Yue Pan, 2010. "Ethical Judgments in Business Ethics Research: Definition, and Research Agenda," Journal of Business Ethics, Springer, vol. 91(3), pages 405-418, February.
    23. Akram, Muhammad S. & Malhotra, Neeru & Goraya, M. Awais Shakir & Shareef, Mahmud A. & Malik, Aneela & Lal, Banita, 2022. "User engagement on global social networks: Examining the roles of perceived brand globalness, identification and global identity," Technological Forecasting and Social Change, Elsevier, vol. 181(C).
    24. Oleg Urminsky & Daniel Bartels & Paola Giuliano & George Newman & Stefano Puntoni & Lance Rips, 2014. "Choice and self: how synchronic and diachronic identity shape choices and decision making," Marketing Letters, Springer, vol. 25(3), pages 281-291, September.
    25. Bartikowski, Boris & Fastoso, Fernando & Gierl, Heribert, 2019. "Luxury cars Made-in-China: Consequences for brand positioning," Journal of Business Research, Elsevier, vol. 102(C), pages 288-297.

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