Effective Counter Persuasion: Creating Lasting Resistance to a Stronger Opponent

Effective Counter Persuasion: Creating Lasting Resistance to a Stronger Opponent

 

Petia K. Petrova, Robert B. Cialdini, Daniel W. Barrett, Noah Goldstein, and Jon Maner

 

Two studies investigated a counterpersuasive strategy that can be effective for a communicator facing a rival who can deliver his or her message many more times than the communicator.  This strategy incorporated: 1) strong counterarguments against the claims of the target message and 2) a mnemonic link between the target message and these counterarguments. Results demonstrated that the combination of counterarguments and mnemonic links not only produced greater resistance to the target ad than a counterad that lacked mnemonic links, but it also undermined the target ad more strongly as the number of exposures to the target ad increased.



Citation:

Petia Petrova, Robert Cialdini, and Daniel Barrett,Noah Goldstein,Jon Maner (2006) ,"Effective Counter Persuasion: Creating Lasting Resistance to a Stronger Opponent", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 276-276.

Authors

Petia Petrova, Arizona State University
Robert Cialdini, Arizona State University
Daniel Barrett,Noah Goldstein,Jon Maner, Western Connecticut State University,Arizona State University,Florida State University



Volume

NA - Advances in Consumer Research Volume 33 | 2006



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