One of the most reliable and impactful methods for enhancing a persuasive appeal is to match an aspect of the proposal (i.e., its content, source, or the setting in which it is delivered) to an aspect of the consumer receiving it. This personalized matching in persuasion (also called tailoring, targeting, customizing, or personalizing) comprises a robust and growing literature. In the present review, we describe different types of persuasive matches, the primary characteristics of people who are targeted, and the key psychological mechanisms underlying the impact of matching. Importantly, although most research on personalized matching has concluded that matching is good for persuasion, we also describe and explain instances where it has produced negative (i.e., “backfire”) effects. That is, more than just the conclusion “matching is good” that many researchers have drawn, we analyze when and why it is good and when and why it can be ineffective—insight that can benefit marketers and consumers alike in understanding how personally matched appeals can impact attitudes and ultimately behavior.

中文翻译：

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理解和说服个性化匹配效果的审查和概念框架

增强说服力的最可靠，最有影响力的方法之一是将提案的一个方面（即提案的内容，来源或交付的环境）与接受提案的消费者的方面进行匹配。这种个性化的搭配说服力（也称为剪裁，针对性，定制或个性化）中的文献包括有力且不断发展的文献。在本综述中，我们描述了不同类型的说服性比赛，目标人群的主要特征以及影响比赛影响的关键心理机制。重要的是，尽管大多数有关个性化匹配的研究得出的结论是，匹配对说服是有好处的，但我们还描述并说明了它产生负面（即“适得其反”）影响的情况。也就是说，除了许多研究人员得出的“匹配是好的”结论外，我们还分析了何时以及为什么 这是一件好事，它何时，为什么会失效-这种见解可以使营销人员和消费者受益，因为他们可以理解个人匹配的诉求如何影响态度和最终行为。