Measuring Strategies to Resist Persuasion

In the present research, we developed a scale to measure strategies that people adopt when resisting persuasive communication. Nine strategies (e.g., counter arguing, selective exposure, and avoidance) were observed. As expected, the likelihood of adopting the strategies shows a positive correlation with negative affect and a negative correlation with age.


Marieke Fransen, Peeter Verlegh, and Claartje ter Hoeven (2013) ,"Measuring Strategies to Resist Persuasion", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 343-343.


Marieke Fransen, University of Amsterdam, The Netherlands
Peeter Verlegh, University of Amsterdam, The Netherlands
Claartje ter Hoeven, University of Amsterdam, The Netherlands


E - European Advances in Consumer Research Volume 10 | 2013

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