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Related Concept Videos

Social Proof00:52

Social Proof

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Social proof is a form of persuasion based on comparison and conformity. People compare their behavior and actions to what others are doing and will change to conform to do what their peers do.
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Routes of Persuasion02:20

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Persuasion is the process of changing our attitude toward something based on some kind of communication. Much of the persuasion we experience comes from outside forces. How do people convince others to change their attitudes, beliefs, and behaviors? What communications do you receive that attempt to persuade you to change your attitudes, beliefs, and behaviors?
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Researchers have tested many persuasion strategies, including the foot-in-the door and the door-in-the-face techniques, in a variety of contexts. Ultimately, the principles are effective in selling products and changing people’s attitude, ideas, and behaviors (Cialdini & Goldstein, 2004).
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Framing Effects03:26

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Information is everywhere and its presentation—such as how and when items are presented—can impact our perceptions and decisions surrounding the info. This broad concept umbrellas framing effects—influences that occur due to the way information is framed in its appearance, whether it’s purely the order or the specific wording of a message. Let’s take a look at numerous ways in which two versions of something can objectively say the same thing, yet we respond in...
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The discussion of bullying highlights the problem of witnesses not intervening to help a victim. This is a common occurrence, as the following well-publicized event demonstrates. In 1964, in Queens, New York, a 19-year-old woman named Kitty Genovese was attacked by a person with a knife near the back entrance to her apartment building and again in the hallway inside her apartment building. When the attack occurred, she screamed for help numerous times and eventually died from her stab wounds.
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Cause and Effect01:53

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While variables are sometimes correlated because one does cause the other, it could also be that some other factor, a confounding variable, is actually causing the systematic movement in our variables of interest. For instance, as sales in ice cream increase, so does the overall rate of crime. Is it possible that indulging in your favorite flavor of ice cream could send you on a crime spree? Or, after committing crime do you think you might decide to treat yourself to a cone?
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Related Experiment Video

Updated: Aug 23, 2025

Continuous Theta Burst Stimulation of the Posterior Medial Frontal Cortex to Experimentally Reduce Ideological Threat Responses
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The matching effect in persuasive communication about lockdown.

Isabella Giammusso1, Antonio Aquino2, Francesca Romana Alparone2

  • 1Department of Psychology, Educational Science and Human Movement, University of Palermo, Palermo, Italy.

Frontiers in Psychology
|October 31, 2022
PubMed
Summary

Persuasive health messages about COVID-19 lockdowns are most effective when message content matches individual needs. High Need for Affect (NFA) individuals respond to emotional appeals, while cognitive appeals don

Keywords:
Twitterattitudelockdownmatching effectneed for affectneed for cognition

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Area of Science:

  • Psychology
  • Health Communication
  • Social Psychology

Background:

  • Persuasive communication effectiveness can depend on message content matching recipient's cognitive or affective orientation.
  • Understanding these effects is crucial in health contexts, such as during the SARS-CoV-2 pandemic.
  • Individual differences in Need for Affect (NFA) and Need for Cognition (NFC) may influence responses to health messages.

Purpose of the Study:

  • To investigate how message content (affective vs. cognitive) interacts with individual NFA and NFC levels in health communication.
  • To examine attitude formation towards public health measures (e.g., lockdowns) based on message-content/individual-orientation congruence.
  • To determine if affective or cognitive orientations are more influential in shaping attitudes during a health crisis.

Main Methods:

  • A 2x2 factorial design examined positive/negative cognitive and affective message content.
  • 1,003 participants completed an online questionnaire assessing their NFA, NFC, and attitudes towards a hypothetical lockdown.
  • Analysis focused on how message valence interacted with participants' NFA and NFC levels.

Main Results:

  • Individuals with high NFA and low NFC reported attitudes congruent with the affective message valence.
  • Participants with high NFC and low NFA did not show attitudes influenced by congruent cognitive message content.
  • Affective message content significantly guided attitudes for individuals high in NFA, irrespective of cognitive content valence.

Conclusions:

  • Affective orientations (NFA) play a significant role in shaping attitudes towards health interventions like lockdowns, particularly when messages align emotionally.
  • Cognitive orientations (NFC) appear less influential in this specific health communication context compared to affective needs.
  • Tailoring persuasive health communication to individuals' affective needs may enhance message effectiveness during public health crises.