Recipient’s Personal Standards as a Limitation for Persuasive Effect of Messages (Based on Message-Matching Effect)

Abstract

The paper presents the results of a sets of experimental studies on the impact of activating the recipient’s personal standards on the persuasiveness of the communication effect. The results obtained in Polish cultural conditions supposed to put into question the adopted in value experience of E. Higgins Tory assumption that personal or social standards and regulatory focus are distinctive. The regulatory compliance effect suppose to be moderated by the above.

Keywords

• komunikacja perswazyjna
• perswazyjny efekt dopasowania celu i argumentacji
• standardy osobiste w komunikacji perswazyjnej