Summary Exam preparation Current Theories of Persuasion and Resistance
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Course
SOW-CWM050 (CWM050)
Institution
Radboud Universiteit Nijmegen (RU)
This course summary involves everything discussed during the lectures of the course Current Theories of Persuasion and Resistance of the Master's Communicatiewetenschap at the Radboud University. It also involves concise summaries of the mandatory readings for the course. These notes helped me pass...
LECTURE 1 ...................................................................................................................................... 3
KNOWLEDGE CLIPS............................................................................................................................ 4
UNDERLYING PROCESSES OF RESISTANCE .......................................................................................................... 4
WHAT IS RESISTANCE TO INFLUENCE ................................................................................................................ 4
READINGS....................................................................................................................................... 5
KNOWLES, E. S., & LINN, J. A. (2004) – CHAPTER 1, THE IMPORTANCE OF RESISTANCE TO PERSUASION .................... 5
KNOWLES, E. S., & LINN, J. A. (2004) – CHAPTER 15, THE PROMISE AND FUTURE OF RESISTANCE AND PERSUASION ... 6
LECTURE 2 ...................................................................................................................................... 7
KNOWLEDGE CLIPS.......................................................................................................................... 10
INERTIA .................................................................................................................................................... 10
SKEPTICISM ............................................................................................................................................... 11
REACTANCE ............................................................................................................................................... 12
LITERATURE ................................................................................................................................... 12
REYNOLDS-TYLUS, T. (2019). PSYCHOLOGICAL REACTANCE AND PERSUASIVE HEALTH COMMUNICATION: A REVIEW OF
THE LITERATURE. ........................................................................................................................................ 12
NELSON, M. R. & HAM, C. D. (2012). THE REFLEXIVE GAME: HOW TARGET AND AGENT PERSUASION KNOWLEDGE
INFLUENCE ADVERTISING PERSUASION. ........................................................................................................... 14
LECTURE 3 .................................................................................................................................... 16
LITERATURE ................................................................................................................................... 18
FRANSEN, M. L., SMIT, E. G., & VERLEGH, P. W. J. (2015). STRATEGIES AND MOTIVES FOR RESISTANCE TO
PERSUASION: AN INTEGRATIVE FRAMEWORK. .................................................................................................. 18
VAN ‘T RIET, J., & RUITER, R. A. (2013). DEFENSIVE REACTIONS TO HEALTH-PROMOTING INFORMATION: AN OVERVIEW
AND IMPLICATIONS FOR FUTURE RESEARCH. .................................................................................................... 23
AHLUWALIA, R. (2000). EXAMINATION OF PSYCHOLOGICAL PROCESSES UNDERLYING RESISTANCE TO PERSUASION. .... 25
LECTURE 4 .................................................................................................................................... 27
KNOWLEDGE CLIPS .......................................................................................................................... 30
READINGS..................................................................................................................................... 31
STRICK, M., VAN BAAREN, R. B., HOLLAND, R. W., & VAN KNIPPENBERG, A. (2009). HUMOR IN ADVERTISEMENTS
ENHANCES PRODUCT LIKING BY MERE EXPOSURE.............................................................................................. 31
HORNIK, J., OFIR, C., & RACHAMIM, M. (2017). ADVERTISING APPEALS, MODERATORS, AND IMPACT ON PERSUASION.
............................................................................................................................................................... 33
LECTURE 5 .................................................................................................................................... 35
READINGS..................................................................................................................................... 40
LEE, J. E., & WATKINS, B. (2016). YOUTUBE VLOGGERS' INFLUENCE ON CONSUMER LUXURY BRAND PERCEPTIONS AND
INTENTIONS. ............................................................................................................................................. 40
FRANSEN, M. L., VERLEGH, P. W., KIRMANI, A., & SMIT, E. G. (2015). A TYPOLOGY OF CONSUMER STRATEGIES FOR
RESISTING ADVERTISING, AND A REVIEW OF MECHANISMS FOR COUNTERING THEM. .............................................. 41
LECTURE 6 .................................................................................................................................... 43
READINGS..................................................................................................................................... 45
GASS & SEITER, CHAPTER 16 – THE ETHICS OF PERSUASION. ............................................................................ 45
SMITH, N. C., GOLDSTEIN, D. G., & JOHNSON, E. J. (2013). CHOICE WITHOUT AWARENESS: ETHICAL AND POLICY
IMPLICATIONS OF DEFAULTS. ......................................................................................................................... 49
COOK, S. (2021, JULY). HOW CAN SUSTAINABLE MARKETING HELP FIGHT OVERCONSUMPTION? ............................. 53
,Week 1
Lecture 1
- Resistance: “The ability to withstand a persuasive attack” (McGuire, 1964) / “a
reaction against change” (Knowles & Linn, 2004)
- Resistance theory stems from withstanding political propaganda → resistance as
antithesis to persuasion
o When people are not persuaded, they show resistance
o Problematic view: missing persuasion may also be due to other factors (e.g.,
incomplete design of a study)
o Persuasion & Resistance are two different concepts
- Two perspectives of resistance
o 1) sender
▪ What can be done (in the message) to reduce resistance in the
recipient?
o 2) recipient
▪ What does a recipient do to resist influence?
▪ Why do some recipients resist more than others?
▪ How can recipients be helped to be more resistant to certain
messages?
- Persuasion and resistance
o Resistance is often not intended…
o …but sometimes wanted, e.g., advertising literacy, resistance to propaganda
- Other factors impacting P&R
o Social influence, environmental setting, can have an impact on persuasion &
resistance
o Much happening in the unconsciousness of recipient
- Principles of persuasion
o
o 7th principle: Unity → “It’s all about us!”
- Resistance – different perspectives
o Reactance: affective motivation
o Skepticism (scrutiny): mainly cognitive
o Inertia: behavior
o Entitlement (more tbd in lecture 2/3)
- Reasons for resistance
o Message/medium
▪ Too much advertising (e.g., seeing same message too many times)
▪ Irrelevant information (e.g., aftershave for women)
, ▪ Stupid advertising (you don’t like ad)
▪ Weak arguments (you don’t agree with the ad)
▪ Different mediums more disliked than others (e.g., pop-up ads vs.
magazine ads)
o Recipient
▪ Negative experience (e.g., with product/sender of message)
▪ Threat to autonomy
▪ Little attention / mental capacity (e.g., distraction)
▪ Knowledge about persuasive attempts in ads (i.e., advertising wisdom)
▪ Neg. attitude towards ads
▪ Not wanting to change
- Alpha & omega strategies
o Alpha: make product more attractive, increases approach motivation
o Omega: make people feel less resistance
o Always good to implement both strategies
Knowledge Clips
Underlying Processes of Resistance
- Why do people show resistant responses? Why do they wanna make up their own
mind?
- People often base their behavior on irrational decisions/ factors that are unknown
to us
- (clip: people standing in elevator facing back wall → peer pressure leads other
passenger to turn as well)
- People act irrational in social situations
o Group norms can have a strong influence on our behavior (B)
o Important when considering why do people feel resistance?
- Cognitive Dissonance
o Inconsistency between cognition and B
o Unpleasant feeling
o People want to resolve this dissonance
▪ Either adjust cognitions
▪ Or behavior
- Example: smoking cigarettes
o Unhealthy, still there are people who smoke
o Unpleasant tension between C & B
o Adjust B: quit smoking → difficult
o Adjust C: “research in smoking is inconclusive” / “I work out four times a
week”
- Cognitive Dissonance can arise anytime you present a plan to an audience
o They may not conform to your plan → resistance response
- People often go the way of least effort to resolve Cog. Dissonance
What is Resistance to Influence
- Persuasion and resistance go hand in hand
- Often, resistance is not wanted; e.g., in an anti-smoking campaign
- Also, situations in which you would like people to show resistance; e.g., during Nazi
regime
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