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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 mis-matched 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 ad-vertisements argument quality. The interaction of self-schema matching with ar-gument quality along with participants pattern of cognitive responses suggests an elaboration-based account. K nowledge about ones traits and personality charac-teristics is abundant and can exert considerable influ-ence on information processing (see Baun:ieister 1998). In-dividuals have beliefs about whether they are outgoing or shy, bellicose or pacifistic, or brave or cowardly, and these beliefs shape the attention, encoding, and retrieval of in-
Wheeler et al. (Tue,) studied this question.