When Similarity is Dissimilar: A Meta-Analysis of the Dimensions of Manipulated and Perceived Character-Audience Similarity on Engagement and Persuasion

• In Event: Argument, Engagement, and Persuasion

Abstract

Character-audience similarity encompasses the alignment between a mediated character or model and the audience member. This similarity can be incidental during media exposure, though an intuitive tactic often employed in tailoring and targeting strategies in media-based persuasion is developing persuasive messages that foster similarity between the models or characters of the message and the intended audience. We conducted a meta-analysis of available published and unpublished studies in communication and related disciplines (e.g., psychology, marketing, advertising, public health). Specifically, we propose: 1) the manipulation of similarity varies greatly across studies, 2) perceptions of similarity have been measured inconsistently and address different aspects of similarity, and 3) that there is little empirical work linking message features designed to inspire similarity (i.e., manipulated similarity) to the perceptions of similarity (i.e., perceived similarity).

Authors

• Angeline Sangalang, University of Dayton

• Minji Kim, U of California, San Francisco