When the Message "Feels Right": When and How Does Source Similarity Enhance Message Persuasiveness?

Ali Faraji-Rad, Columbia University, USA
Luk Warlop, KU Leuven, Belgium and BI Norwegian Business School, Norway
Bendik Samuelsen, BI Norwegian Business School, Norway
We focus on message recipients’ perceived similarity with the message source and argue that similarity enables self/other merging, which is turn yields to a “feels right” experience driven from processing that message. This feeling is then incorporated, as information, into judgment about the target of the message – increasing message persuasiveness.
[ to cite ]:
Ali Faraji-Rad, Luk Warlop, and Bendik Samuelsen (2012) ,"When the Message "Feels Right": When and How Does Source Similarity Enhance Message Persuasiveness?", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 682-683.