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

Share Proceeding

Featured papers

See More


The Asymmetric Effect of Highlighting Intertemporal Opportunity Costs

Christopher Olivola, Carnegie Mellon University, USA
David Hardisty, University of British Columbia, Canada
Daniel Read, University of Warwick

Read More


Silencing the Call of the Sirens

Janet Schwartz, Tulane University, USA

Read More


L13. The Recipient Effect on Consumers’ Preference for Products Displayed in Different Horizontal Locations

Sheng Bi, Washington State University, USA
Nik Nikolov, Washington State University, USA
Julio Sevilla, University of Georgia, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.