Many people think that advertising, health and public information campaigns are a strong force to persuade audiences. However, increasingly, people avoid campaign messages. When confronted with a persuasion attempt in media, audiences experience a certain amount of resistance, often referred to as `resistance towards persuasion? In this seminar, we study resistance from the perspective of both audiences and advertisers. We examine the strategies that audiences use to guard themselves from influence of persuasive messages, for example counter arguing, avoidance, inoculation, source derogation, social validation, selective exposure, and attitude bolstering. In addition, the development and use of persuasion knowledge and ad literacy are discussed. We also study the strategies that advertisers use to decrease receivers reluctance and hence foster persuasion, such as using new advertising formats (e.g., brand placement, advergames, experience marketing, social media marketing), addressing resistance directly (e.g., two-sided messages), addressing resistance indirectly (e.g., self-affirmation), and consuming resistance (e.g., depletion).
The program Persuasive Communication addresses those communication processes that are intended to achieve specific persuasive goals, as is the case in, for instance, marketing communication, health education, and public information campaigns. The research is aimed at understanding the dynamics that shape uses and effects of mediated persuasive communication. Read more >>
Tag cloudMarketing communication Intercultural communication Entertainment Education Branding Social media Interpersonal communication WOM Advertising Context effects Online advertising Sustainability Product placement Disclosures Food advertising In game advertising Environmental cues Publicity Tailoring Health communication Customer Media Cross-media CommunicAging Media multitasking eWOM Implicit measures Health literacy E-health