The Handbook of Personalized Persuasion: Theory and Application

This edited volume (forthcoming, 2024) covers one of the most influential topics in the science of persuasion, personalized persuasion, offering a state-of-the-art review. Personalized persuasion has gone by many names (e.g., message-tailoring, targeting, customizing, matching) and describes the process of aligning one's message, message source, or context to the message recipient's disposition in order to enhance the message's influence. As new technologies continue to provide more opportunities for creating specific messages to reach specific audiences, the scope and impact of personalized persuasion has never been greater. This volume thus brings together 19 chapters from a host of interdisciplinary researchers that are divided into two sections: the audience characteristics for which personalized persuasion has been applied and the practical domains in which it has been implemented. Together, this book offers the foremost expertise and insight on personalized persuasion, providing insight to academic domains across the behavioral sciences as well as persuasion practitioners in the field, such as marketing, government, and beyond.