Resistance and Persuasion is the first book to analyze the nature of resistance and demonstrate how it can be reduced, overcome, or used to promote persuasion. By examining resistance, and providing strategies for overcoming it, this new book generates insight into new facets of influence and persuasion. With contributions from the leaders in the field, this book presents original ideas and research that demonstrate how understanding resistance can improve persuasion, compliance, and social influence. Many of the authors present their research for the first time. Four faces of resistance are identified: reactance, distrust, scrutiny, and inertia. The concluding chapter summarizes the book's theoretical contributions and establishes a resistance-based research agenda for persuasion and attitude change. This new book helps to establish resistance as a legitimate sub-field of persuasion that is equal in force to influence.
Resistance and Persuasion offers many new revelations about persuasion:
*Acknowledging resistance helps to reduce it.
*Raising reactance makes a strong message more persuasive.
*Putting arguments into a narrative increases their influence.
*Identifying illegitimate sources of information strengthens the influence of legitimate sources.
*Looking ahead reduces resistance to persuasive attempts.
This volume will appeal to researchers and students from a variety of disciplines including social, cognitive, and health psychology, communication, marketing, political science, journalism, and education.
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Paul Kearns is a career HR practitioner and founder of the PWL consultancy. He has specialized in HR measurement, metrics and evaluation for over 20 years and delivers Masterclasses and keynote conference presentations around the world. He teaches HR Strategy at MBA level and is a leading authority on evidence-based HR and human capital reporting. He is now the British Standards Institute's Principal Expert on international HR standards and Chair's the UK's National CommitteeReview:
...a collection of novel scholarship that introduces what could become an important focus for future research in this area....there is no question that this book will appeal to social psychologists, communication scholars, and marketing researchers.
—Galen V. Bodenhausen
Department of Psychology, Northwestern University
The book most definitely has the potential to make a significant contribution to the scientific literature.
Department of Advertising, University of Illinois at Urbana-Champaign
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