Resistance and Persuasion
Anouk de Groot
Inhoud
Lecture 1: Introduction...........................................................................................................................2
Lecture 2: Resistance processes I............................................................................................................3
Psychological reactance......................................................................................................................3
Politeness theory................................................................................................................................4
Interactive seminar.............................................................................................................................5
Lecture 3: Resistance processes II...........................................................................................................6
Persuasion knowledge........................................................................................................................6
Advertising literacy.............................................................................................................................7
Interactive seminar...........................................................................................................................10
Lecture 4: Resistance processes III & Resistance strategies I................................................................13
Self-threat and cognitive dissonance................................................................................................13
Resistance strategies.........................................................................................................................15
Strategies in coding scheme.............................................................................................................17
Interactive seminar...........................................................................................................................18
Lecture 5: Resistance strategies II & Sender strategies I.......................................................................19
Alpha and omega strategies for change............................................................................................19
Interactive seminar...........................................................................................................................23
Lecture 6: Sender strategies II..............................................................................................................24
Self-persuasion.................................................................................................................................24
Narrative persuasion.........................................................................................................................25
Interactive seminar...........................................................................................................................27
Lecture 7: Sender strategies III.............................................................................................................28
Humor...............................................................................................................................................28
Sexual appeals..................................................................................................................................30
Interactive seminar...........................................................................................................................31
Lecture 8: Sender strategies IV.............................................................................................................32
Influencer endorsement...................................................................................................................32
Native advertising.............................................................................................................................33
Interactive lecture.............................................................................................................................36
Lecture 9: Helping receivers to resist persuasion.................................................................................37
, Sponsorship disclosures....................................................................................................................37
Inoculation theory............................................................................................................................38
Lecture 1: Introduction
Resistance to persuasion
Understanding resistance:
To understand and be successful at persuasion, you need to understand resistance
Resistance is the most important element in the persuasion process
What is resistance to persuasion?
Resistance: a definition
A reaction against change: “I don’t like it!”, “I don’t believe it!”, and “I won’t do it!”
o One model of attitude structure distinguishes three components: affective,
cognitive, and behavioral
o This tripartite model applies to resistance as well
The ability to withstand a persuasive attack
An outcome: not being moved by pressures to change
A motivational state: motivation to oppose and counter pressures to change
Course themes
,Lecture 2: Resistance processes I
Psychological reactance
Reactance theory
1. Freedom
2. Threat to freedom (do not …)
3. Reactance (then I will do it. She can’t tell me what to do)
4. Restoring freedom
a. Directly boomerang, rebel
b. Indirectly
i. Derogate source of threat
ii. Increase liking for threatened choice
iii. Deny existence of threat
iv. Exercise different freedom
The nature of reactance
Purely cognitive
Purely affective
Cognitive and affective
o Distinct effects > dual-process
o Linear effects
o Intertwined effects
Models
A single process cognitive model
o
A single process affective model
o
A dual process cognitive-affective model
o
A linear process affective-cognitive model
o
An intertwined process cognitive-affective model
, o
Using reactance to promote change
Persuasive strategy: reverse psychology
Politeness theory
Face = imago behouden
People have a fundamental need for autonomy and independence
o negative face wants
o = behoefte aan autonomie
o Mensen willen niet dat anderen hem beperken of onder druk zetten
o E.g. “je moet..”
People have a fundamental need for approval, acceptance, and being viewed as
competent
o positive face wants
o = behoefte om geaccepteerd te worden
o E.g. compliment krijgen
The theory of language use
Face-maintenance in conversations (polite vs. impolite)
o Strategieën om eigen sociale imago (face) of dat van anderen te beschermen
o Hoe mensen omgaan met bedreigingen van hun positieve face en negatieve
face
Language has a meta-communicative value (perceived social relationship)
Resistance to persuasion is a defensive reaction to an unjustified relational claim
(threatening one or both aspects of face)
Persuasive messages as FTAs (face-threatening acts)
Containing forceful language
o Using imperatives such as commands and orders (controlling)
o Demeaning anyone who does not agree with the advocated stance
Forceful message is less likely to be viewed as a threat to face when
o Source has greater/legitimate power relative to recipient
o Situation legitimizes coercion (requires maximum efficiency, e.g. door
wettelijke verlichtingen, politie laat je stoppen bij verkeerscontrole, situatie
verkeersveiligheid rechtvaardigt de dwang)
Reactance theory vs. politeness theory
Anouk de Groot
Inhoud
Lecture 1: Introduction...........................................................................................................................2
Lecture 2: Resistance processes I............................................................................................................3
Psychological reactance......................................................................................................................3
Politeness theory................................................................................................................................4
Interactive seminar.............................................................................................................................5
Lecture 3: Resistance processes II...........................................................................................................6
Persuasion knowledge........................................................................................................................6
Advertising literacy.............................................................................................................................7
Interactive seminar...........................................................................................................................10
Lecture 4: Resistance processes III & Resistance strategies I................................................................13
Self-threat and cognitive dissonance................................................................................................13
Resistance strategies.........................................................................................................................15
Strategies in coding scheme.............................................................................................................17
Interactive seminar...........................................................................................................................18
Lecture 5: Resistance strategies II & Sender strategies I.......................................................................19
Alpha and omega strategies for change............................................................................................19
Interactive seminar...........................................................................................................................23
Lecture 6: Sender strategies II..............................................................................................................24
Self-persuasion.................................................................................................................................24
Narrative persuasion.........................................................................................................................25
Interactive seminar...........................................................................................................................27
Lecture 7: Sender strategies III.............................................................................................................28
Humor...............................................................................................................................................28
Sexual appeals..................................................................................................................................30
Interactive seminar...........................................................................................................................31
Lecture 8: Sender strategies IV.............................................................................................................32
Influencer endorsement...................................................................................................................32
Native advertising.............................................................................................................................33
Interactive lecture.............................................................................................................................36
Lecture 9: Helping receivers to resist persuasion.................................................................................37
, Sponsorship disclosures....................................................................................................................37
Inoculation theory............................................................................................................................38
Lecture 1: Introduction
Resistance to persuasion
Understanding resistance:
To understand and be successful at persuasion, you need to understand resistance
Resistance is the most important element in the persuasion process
What is resistance to persuasion?
Resistance: a definition
A reaction against change: “I don’t like it!”, “I don’t believe it!”, and “I won’t do it!”
o One model of attitude structure distinguishes three components: affective,
cognitive, and behavioral
o This tripartite model applies to resistance as well
The ability to withstand a persuasive attack
An outcome: not being moved by pressures to change
A motivational state: motivation to oppose and counter pressures to change
Course themes
,Lecture 2: Resistance processes I
Psychological reactance
Reactance theory
1. Freedom
2. Threat to freedom (do not …)
3. Reactance (then I will do it. She can’t tell me what to do)
4. Restoring freedom
a. Directly boomerang, rebel
b. Indirectly
i. Derogate source of threat
ii. Increase liking for threatened choice
iii. Deny existence of threat
iv. Exercise different freedom
The nature of reactance
Purely cognitive
Purely affective
Cognitive and affective
o Distinct effects > dual-process
o Linear effects
o Intertwined effects
Models
A single process cognitive model
o
A single process affective model
o
A dual process cognitive-affective model
o
A linear process affective-cognitive model
o
An intertwined process cognitive-affective model
, o
Using reactance to promote change
Persuasive strategy: reverse psychology
Politeness theory
Face = imago behouden
People have a fundamental need for autonomy and independence
o negative face wants
o = behoefte aan autonomie
o Mensen willen niet dat anderen hem beperken of onder druk zetten
o E.g. “je moet..”
People have a fundamental need for approval, acceptance, and being viewed as
competent
o positive face wants
o = behoefte om geaccepteerd te worden
o E.g. compliment krijgen
The theory of language use
Face-maintenance in conversations (polite vs. impolite)
o Strategieën om eigen sociale imago (face) of dat van anderen te beschermen
o Hoe mensen omgaan met bedreigingen van hun positieve face en negatieve
face
Language has a meta-communicative value (perceived social relationship)
Resistance to persuasion is a defensive reaction to an unjustified relational claim
(threatening one or both aspects of face)
Persuasive messages as FTAs (face-threatening acts)
Containing forceful language
o Using imperatives such as commands and orders (controlling)
o Demeaning anyone who does not agree with the advocated stance
Forceful message is less likely to be viewed as a threat to face when
o Source has greater/legitimate power relative to recipient
o Situation legitimizes coercion (requires maximum efficiency, e.g. door
wettelijke verlichtingen, politie laat je stoppen bij verkeerscontrole, situatie
verkeersveiligheid rechtvaardigt de dwang)
Reactance theory vs. politeness theory
