Eksperimental evaluation of efficacy of the strategies for the persuasion resistance

Abstract

The present research took an experimental approach to examining strategies of resistance to persuasion. We tested the effects of two strategies (counterarguing and source derogation) and their relation to channel through which a message is received (print, audio and video). The experiment is based on modified experimental paradigm used in one previous research (Cameron et al, 2002) in order to retest their findings and examine the role of communication modality in inoculation. Persuasive message generated statistically significant effects- attitude towards abortion was significantly changed. Both resistance strategies, on the other hand, failed to elicit resistance and measured attitude change wasn't significantly related to communication channel.

Keywords

• attitude change
• persuasive communication
• resistance strategies
• communication channel