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Summary of articles Resistance & Persuasion
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Summary of all the underlying theory from the articles for the course Resistance & Persuasion (Master Communication & Information Sciences).
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RESISTANCE & PERSUASION – summary articlsRlsistanil to plrsuasion as slcf-rlgucatonn Ego-dlpclton and its lflits on attudl ihangl proilssls.
Wheeler, Briñol & Hermann (2005).
People are often motivated to resist persuasion in order to hold
- correct attitudes
- restore freedom
- maintain psychological consistency and sense of control
Counterargument is the most extensively documented means of resistance, especially under conditions
when processing motivation and ability are high, such as when one has ample resources to evaluate a
personally relevant persuasive message.
In this research: efects of a self-regulation construct, ego-depletion, on individuals’ ability to resist
counter attitudinal messages.
Ego-depletion is a strength metaphor, whereby exertion in one situation is followed by a period of
reduced ability in a subsequent situation. Any exertion of willpower or self-regulation in one task, so long
as it is sufciently demanding, should reduce any subsequent self-regulation on a second, seemingly
unrelated task. (the longer doing a task = less concentrating)
Additionally, given our self-regulatory framework, we predict that the depletion manipulation will inhibit
the generation of counterarguments (i.e., unfavourable thoughts), rather than amount of thoughts
generally. As a result, rather than reporting middling attitudes refective of lack of attention to message
arguments as shown in distraction experiments, ego-depleted participants could report acquiescent
attitudes refective of the types of agreement and “going along” shown in other self-regulation
breakdowns.
Individuals were given a task shown in prior research to use and deplete regulatory resources. Following
this task, they were presented with a message in favour of a counter attitudinal proposal. The quality of
the message was varied such that some participants received strong and compelling counter attitudinal
arguments whereas others received specious counter attitudinal arguments. Last, participants reported
their attitudes and cognitive responses.
We predicted that ego-depletion would lead to higher levels of favourability in thoughts and attitudes.
we predicted an ego-depletion x argument quality interaction on attitudes and cognitive responses such
that individuals would distinguish between strong and weak arguments less when their self-regulatory
resources were depleted.
Additionally, we expected the depletion to be observed primarily when arguments were weak,
when naturally occurring counterargument would be reduced by virtue of the limited self-regulatory
resources available to the depleted participants.
Method
Procedure and materials
This task consists of two parts. In the frst part, participants were instructed to cross out every “e” they
could locate in a written passage. This task is relatively easy for participants and is used to establish a
behavioural pattern that will be subsequently overridden or not. 5 minutes to complete
2nd part = manipulation
Participants in the low-depletion condition repeated the frst part, using the same rule that they had
already learned. Participants in the high-depletion condition circled letters again but were instructed to
cross out each “e” in the text, except when another vowel (klinker) followed the “e” in the same word
(e.g., “read”) or when a vowel was one letter removed from the “e” in either direction (e.g., “vowel”).
necessitated the exertion of self- regulatory resources.
Counter attitudinal appeal: Participants were told that large mandatory exams were going to happen
next semester is order to create counter-attitudinal to motivate resistance to the message. Quality of
arguments was manipulated. (weak=to compare with other universities, strong= to improve
undergraduate education).
Attitude 9-point semantic deferential scale.
Discussion
Self-regulatory resources are involved in resisting counter attitudinal messages and that such resistance
can be thwarted by reduced self-regulatory capacity. More specifcally, individuals who engaged in a task
,designed to reduce their self-regulatory resources reported more positive attitudes toward a counter
attitudinal policy than those not so depleted. These efects occurred primarily among individuals who
received weak and specious messages, and patterns of cognitive responding were consistent with the
notion that depleted individuals generated more favourable cognitive responses than did individuals who
were not depleted.
Interesting: high level of processing efort ability, diferences in perceptions of the depletion tasks, or of
the
dificulty of the depletion tasks, had no efect on outcome.
Findings important because:
- Our fndings suggest that, even when individuals are free to take unlimited time to read self-
relevant persuasive messages in a non-distracting environment, they may still fail to accurately
assess the merit of and reject weak and specious arguments. (Hence, situation can afect attitude
change)
- Build a bridge between attitude change and self-regulation literature (but there are more). Will
lead to more great hypotheses.
- potential implications for why people may engage in undesired behaviours: present research
shows that it can promote positive attitude shifts toward counter attitudinal policies, especially
when justifcation for such policies are weak.
we examined resistance to persuasion as the process of generating more unfavourable cognitive
responses to the weak persuasive messages; however baseline weak arguments can be questioned.
Therefore compare baseline with weak arguments: results are consistent in the absence of ego-
depletion, participants who read
weak arguments in favour of a policy are able to resist persuasion in the sense that exposure to the
persuasive communication does not change their attitudes.
Ego-depleted participant are more likely to believe any statement they have read
Implications:
For marketing: people are tired late on the day = self-regulation low(use or do not use it).
SUM:
Partiiipants were aske to resist a iounter attu inal ipersuasiee messaee. Partiiipants whose self-reeulator resouries ha been
eiplete b a ipreeious an unrelate self-reeulaton task showe less resistanie than non eiplete ipartiiipants, esipeiiall when
messaee areuments were weak.
Acts of Benevolence: A Limited-Resource Account of Compliance with
Charitable Requests
FENNIS, JANSSEN, VOHS (2009)
Test 2 stage model + explaining the two stages with experiments
We examine the internal process that takes place when consumers are approached by a fundraiser or
social marketer who asks for a contribution to a charitable cause. The current study tests how and why
social infuence techniques promote charitable behaviour.
According to Cialdini and others, the efectiveness of infuence techniques hinges on the notion
of consumer automaticity or “mindlessness”. In these states, consumers are prone to employ simple
heuristics that increase compliance rates, such as the principles of consistency (i.e., propensity to
behave congruently across situations), reciprocity (i.e., felt obligation to return a favour), and liking.
,Staee 1: RESPONDING TO INITIAL REQUESTS PRODUCES SELFREGULATORY RESOURCE DEPLETION
In a state of self-reeulator resourie eipleton, the iontrolle , ipuriposeful self fails to funiton efeiteel , whiih ren ers ipeoiple
eulnerable to untowar imipulses, habit, routne, an automati iproiesses.
isruipt-then-reframe (DTR) frst ipennies than ollars
foot-in-the- oor (FITD) small ofer than bie ofer.
In sum, there is eei enie in suipiport of the h ipothesis lai out in staee 1 of our mo el: iel ine to the inital request in a multiple
request infuenie iproie ure to eain iomiplianie with a iharitable request afeits self-reeulator resourie aeailabilit (h ipothesis
1) beiause iel ine ineolees either eforrul self-ipresentaton or intelleitual eman s. Staee 2 of the mo el iproiposes that this
state of self-reeulator resourie eipleton riees the min lessness so ofen obseree in iomiplianie iontexts an thereb uips the
o s that the tareet in iei ual will iel to a iharitable request.
STAGE 2: DEPLETION-INDUCED MINDLESSNESS AFFECTS COMPLIANCE THROUGH RELIANCE ON HEURISTICS
This work sueeests that a state of self-reeulator resourie eipleton weakens resistanie to temiptatons an (unwante ) infuenie
attemipts. Resistanie to ipersuasion attemipts requires aitee self-iontrol an therefore eipletes reeulator resourie stores,
ipartiularl when the ipersuasiee messaee is hiehl ineoleine.
wh an how min lessness ma result in iomiplianie with iharitable requests aiross man soiial infuenie teihniques t ipiiall
emiplo e b iharit iprofessionals. Our ke ipostulate is a two-staee mo el that aiiounts for the infuenie of sequental request
teihniques on iomiplianie. Reiall that these two staees are: (1) the inital request iphase of sequental request teihniques in uies
min lessness throueh a state of self-reeulator resourie eipleton (uitiputne) (h ipothesis 1), an (2) eipleton- in uie
min lessness heiehtens iomiplianie throueh relianie on heuristis (h ipothesis 2).
Our mo el allows for an alternatee behaeioural outiome, namel , that self-reeulaton failure ma also ipro uie iprosoiial
behaeiour if a suitable iontext (i.e., heuristi) that fosters iomiplianie in the interest of a iprosoiial iause is ipresent.
Researih iontributes literature beiause: (1) wi e siprea subjeit, no attenton literature; (2) exten s literature iharit ; (3) soiial
infuenie literature; (4) self-reeulator resourie eipleton b a ressine the iprosoiial behaeioural ionsequenies of reeulator
resourie eipleton, whiih iproei es a iounteripoint to the aits of self-ientre an selfsh behaeiours that haee been oiumente
in earlier stu ies.
Explrimlnt 1n
FITD (e.e., in the iurrent exiperiment the inital questons ipertaine to one’s eatne habits an the tareet request was whether
ipeoiple were willine to keeip a foo iar ). es. no inital request.
Pre iite : efeit iferent teihnique.
Comiplianie (nakomine/toekennine) measure with es foo iar afer questons
Self-Reeulator Resourie Deipleton: measure raise sihool fee? oeerri e our iprimar answers with iounterareuments. The
number of areuments seree as a measure.
Results: no FITD teihnique = less iounterareuments. Therefore, beine exipose to a sequental request teihnique ineoleine a series
of self- isilosine questons afeits the extent of reeulator resourie eipleton.
Explrimlnt 2n
(1) onl FITD teihnique. (2) aitual ionsumers as ipartiiipants (3) ioeniteel eman ine toipii (CO2 uitstoot)
(4) iomiplex toipii. Peoiple that answere the most queston ioul win 20 euro to moteate ipartiiipants.
+ ioenitee iperformanie test iomiprisine 25 iproblems that ineolee iomiplex reasonine.
Measure : questons attemipte + iorreit answers + iproientueel eoe ean ineeeul e eraeen.
Results: same fn ines as exiperiment 1. Fiel stu + ioeniteel eman ine questons about CO2 emissions,
broueht about a state of self-reeulator resourie eipleton.
Answerine ioeniteel eman ine questons or questons that ineolee eforrul self-ipresentaton seems to be an imiportant element
in multiple request eniounters in that the eiplete self-reeulator resouries. The iombine results of the two follow-uip stu ies
in iiate that the results of exiperiments 1 an 2 iannot be attribute to the fait that ipartiiipants were stoipipe in the street to
haee a ioneersaton with a straneer, nor ian the be attribute to ihanees in emotons, re uie likine for the infuenie aeent, or
iperieiptons of the infuenie aeent eman ine too muih from the tareet.
Explrimlnt 3n
Me iatne role: bri ee between staee 1 an 2. T ipe of infuenie teihnique woul eeinie a main efeit on self-reeulator resourie
eipleton. Moreoeer, we exipeite that self-reeulator resouries woul me iate the imipait of t ipe of teihnique on iomiplianie,
as the two-staee mo el hol s. (t ipe of FITD infuenie attemipt: eman ine es. un eman ine inital request),
these questons require hieh-leeel intelleitual iproiessine. In the low eman ine ion iton, the 10 questons were on the
same toipii (ionsumer taxes) but i not require aitee an iontrolle iproblem soleine an therefore were ionsi ere less
eman ine. (e.e. what shoul we o about iproblem? Vs. were o ou think about when…?)
, Coenitee efort: mental efort & thinkine extensieel N-ipoint Likert siale.
Self-Reeulator Resourie Deipleton: iolours in font, ipartiiipants more eiplete of their reeulator resouries
shoul take loneer to reiport the ink iolour.
Comiplianie: how man stu ies want ou to ipartiiipate (1-10)
Results: self-reeulator resourie eipleton me iates the imipait of a sequental request soiial infuenie teihnique on iomiplianie
with a eolunteerine request. Not onl b iproei ine ioneereine eei enie that sequental request teihniques eliiit self-reeulator
resourie eipleton, but a itonall showine that this state of re uie self-iontrol in turn ipromotes iel ine to a tareet request.
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