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Summary persuasion & resistance exam 1
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summary persuasion & resistance UVA master program communication science
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Samenvatting P&RSlides week 1 A
Resistance is defined as:
- “the ability to withstand a persuasive attack” (McGuire,1964)
- “a reaction against change” (Knowles & Linn, 2004)
- “antithesis of persuasion” (Knowles & Linn, 2004)
Resistance Different Sides
-Affective (I don’t like it)
-Cognitive (I don’t believe it)
-Behavioral or motivational (I won’t do it)
Four perspectives:
1 Reactance: the influence attempt as an integral part of resistance. Reactance is only
initiated when the influence is directly perceived and when it threatens a person‟s
choices (mostly affective, behavioral „I don‟t like it/I won‟t do it‟), à als de invloed
direct wordt waargenomen en als het de alternatieven van de persoon bedreigt. à
threat autonomy
2 Distrust: people become guarded and wary when faced with a proposal, offer, or
message to change. Reveals a general distrust of proposal (mostly affective and cognitive
„I don‟t like it/I don‟t believe it‟)
à Mensen gaan nadenken wat het motief erachter is, 'wat is de waarheid?'. De nadruk
ligt op het wantrouwen van de ontvangers
,
3 Scrutiny: when people become aware that they are the target of an influence attempt, a
natural reaction is to attend more carefully and thoughtfully to every aspect of the
situation. Form of resistance that focuses on the proposal itself (mostly cognitive „I
don‟t believe it‟),
à bewust worden dat ze het doel van beïnvloeding zijn is een natuurlijke reactie om
ieder aspect van de situatie voorzichtiger en meer doordacht te volgen. Mensen willen
controle hebben over de situatie en gaan de boodschap heel aandachtig en kritisch
verwerken.
4 Inertia: a quality that focuses more on staying put than on resisting change. Trying to
keep the attitude system in balance. This form of resistance has more in common with
the drag of an anchor than with the antagonism of the provoked. McGuire identified the
interplay between persuasion and resistance as a dynamic process, with motivation and
argument as the elements involved in change. à een kwaliteit die focust op bij je
standpunt/mening blijven dan weerstand bieden aan verandering ("Ik blijf zitten waar
ik zit en ik verroer me niet"). Wat je vindt wil je in balans houden. Het is niet cognitief,
niet affectief en ook niet gedragsmatig. à reluctance to change
Reasons for Resistance In the message / medium
- Too much advertising
- Irrelevant advertising
- Stupid advertising
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