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Aantekeningen hoorcolleges Current Theories of Persuasion & Resistance
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De aantekeningen van de hoorcolleges.
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CURRENT THEORIES OF PERSUASION &RESISTANCE
HOORCOLLEGE 1 why resistance?
What is persuasion?
“A symbolic process in which communicators try to convince other
people to change their attitudes or behavior regarding an issue
through the transmission of a message in an atmosphere of free
choice”.
Often via the media
The message can be processed very broadly
What is resistance?
Resistance can be defined as a reaction involving opposition to
an idea/concept or unwillingness to comply with a given
directive/request that is perceived as harmful, problematic,
unbelievable or negative emotion inducing
Resistance can be described as a reaction to change, and the
ability to resist or refuse an attempt of persuasion
Affective, Cognitive, Behavioural
Relation between persuasion & resistance
Approach avoidance model
Alpha (persuasive strategies) & Omega (focus on avoidance strategies
and trying to reduce this) strategies
What we tend to do when we focus on trying to change their behavior, we
focus on making the product more attractive.
Why do people avoid your products, beliefs, examples?
We are going to focus on avoiding motivations and look how we can try to
make it easier to persuade someone.
We focus on reducing resistance towards something.
There are always reasons why you would and would not do something, like eat
a salad.
You want to solve the issue, like why people won’t eat salads.
We are looking why people don’t do what we want them to do. How are we
going to do this?
,Today
Why do people resist persuasion?
Reactance
Skepticism-
Persuasion knowledge theory
Inertia
Self-threat
Entitlement
Resistance motives (different faces/perspectives)
, 1. Reactance a threat to freedom
We don’t like other people telling us what to do (buy now, don’t smoke)
We want to make our own decisions
Psychological reactance theory
Motivational state
When people perceive that freedoms are being threatened, psychological
reactance can result.
Importance and magnitude of threatened freedom predicts reactance.
Restoration of freedom
Direct restoration (doing the opposite)
Opposite behavior
Indirect restoration
Liking the threatened choice
Source derogation
Denying the threat
Exercising a related freedom
Measurement of Reactance
, Forceful language
Do NOT write on the walls!
Please, do not write on the walls.
When we use forceful language, people often don’t like it.
Psychological reactance as a personality trait
Quick, Scott, and Ledbetter (2011,p. 663) describe trait reactant
individuals as “...likely to experience state reactance due to their
strong need for independence and autonomy, confrontational
and rebellious behavior, and a tendency to resist authority in
general”.
Often found to moderate the effects of persuasive messages on
experience freedom threat
2. Skepticism Distrust & Scrutiny
People want the correct information; people are generally motivated to do the
right thing.
There is an overload on information, and so there is more information which is
not correct; there is a lot of uncertainty about topics. That’s a reason for
people to have resistance.
Persuasion knowledge: “personal knowledge about the tactics used in
persuasion attempts. his knowledge helps identify how, when, and why
marketers try to influence them”.
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