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PROJECT PAGE: Achieving Persuasion or Avoiding Resistance? Using Motivational Matching Theory to Disentangle the Benefits of Matched Messages from the Costs of Mismatched Messages.

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Negative Matching Project | Registered: 2020-03-15 18:38 UTC

Joyal-Desmarais, Rothman & Snyder
Extending message matching theory to delineate different types of mismatching effects. Linking negative matching to reactance.
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