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

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.


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.


Ali Faraji-Rad, Columbia University, USA
Luk Warlop, KU Leuven, Belgium and BI Norwegian Business School, Norway
Bendik Samuelsen, BI Norwegian Business School, Norway


NA - Advances in Consumer Research Volume 40 | 2012

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