Recent studies in the area have focused on the so-called matching effect, according to which the persuasive impact of different types of messages varies as a function of given characteristics of the target. The typical research design of this kind of study implies a comparison of the target’s attitude toward a given political issue (e.g., the tax system) before and after exposure to a persuasive message regarding that issue (e.g., a political discourse in favor of a reduction of the tax load on wages). Research on political persuasion, however, has been more generally aimed at investigating how politicians’ messages may have an impact on the target’s (i.e., the public’s) political attitudes. So far, we have focused our attention on how politicians present their political identity and try to shape the public’s political identity. Patrizia Catellani, in Encyclopedia of Applied Psychology, 2004 4.5 Political Persuasion
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