People are not always open to persuasive messages, such as advertising and health messages. In fact, consumers often arm themselves with several strategies to resist persuasion. This is a problem for advertisers and information officials as they strive to influence people’s behavior with their messages. On the other hand, several consumer welfare and health organizations aim at helping consumers to resist messages that may persuade them into unhealthy behavior, such as drinking alcohol. In this theme, we examine how resistance affects the process of persuasion. We investigate 1) which strategies recipients use to resist persuasion, 2) how we can help consumers to resist persuasive messages, and 3) how advertisers can cope with resistance to develop a successful message.
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