The talk addresses whether an individual's need for affect and need for cognition jointly influence receptivity to affect- and cognition-based persuasive messages. An index of the extent to which individuals were high and low on need for affect and need for cognition (i.e., information focus) was created to differentiate between individuals who are likely to have an affect or cognition focus. In two experiments, participants were exposed to either an affect- or cognition-based persuasive message and their post-message attitudes were measured. The results indicated that an affect-based appeal was more effective among individuals with an affect focus, whereas a cognition-based appeal was more effective among individuals with a cognition focus. Subsequent studies considered the role of message strength in understanding these structure-based matching effects.