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.


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.


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


NA - Advances in Consumer Research Volume 33 | 2006

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