Exam preparation Current Theories of Persuasion and Resistance
Table of Contents
WEEK 1 ........................................................................................................................................ 3
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
WEEK 2 ........................................................................................................................................ 7
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
WEEK 3 ...................................................................................................................................... 16
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
WEEK 4 ...................................................................................................................................... 27
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
,WEEK 5 ...................................................................................................................................... 35
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
WEEK 6 ...................................................................................................................................... 43
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
Table of Contents
WEEK 1 ........................................................................................................................................ 3
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
WEEK 2 ........................................................................................................................................ 7
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
WEEK 3 ...................................................................................................................................... 16
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
WEEK 4 ...................................................................................................................................... 27
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
,WEEK 5 ...................................................................................................................................... 35
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
WEEK 6 ...................................................................................................................................... 43
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
