Resistance and Persuasion

Editors: Eric S. Knowles (University of Arkansas) & Jay A. Linn (Widener University)

Publication: Lawrence Erlbaum Associates, Publishers

Year: 2004

Focus Area: Persuasion, Prevention

Relevance: Understanding the properties of resistance puts one in a much stronger position to change another’s level of resistance – either to diminish or bolster it.

Summary: “This book explores persuasion by considering its antithesis: resistance” (p. 3).  This edited collection defines, dissects, understands, and explains the role of resistance as one half of a persuasive interaction.  Resistance can be expressed variously as: reactance, distrust, scrutiny, and inertia.

The book distinguishes “Alpha” from “Omega” strategies of persuasion – increasing the appeal of a change vs. reducing resistance towards a change – and identifies 7 strategies for managing resistance:

  1. pushing a decision into the future
  2. using narratives/stories to sidestep resistance
  3. warning a target of upcoming persuasion
  4. emphasizing positive thoughts about the message
  5. reinforcing the target’s self-esteem or self-image
  6. training people to identify illegitimate messages
  7. using resistance against itself

Identifying the processes that lead to a certain person’s perspective can indicate which methods would be most effective to overcome or reinforce that viewpoint.  The final chapter also provides a useful integration of information and points towards further areas of research.

Author Abstract: Do we need to convince you that persuasion is an important topic for the social sciences? Probably not. You know that humans are social beings. Our communication, psychology, social organization, political structures, market choices—in short, everything we do—is interpersonally coordinated. Persuasion is one of the important tools to achieve these alliances.

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