Effective Counter Persuasion: Creating Lasting Resistance to a Stronger Opponent

Petia Petrova, Robert Cialdini, Daniel Barrett, Jon Kenneth Maner

Research output: Contribution to journalArticle

4 Scopus citations

Abstract

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.
Original languageEnglish (US)
Pages (from-to)276
Number of pages1
JournalAdvances in Consumer Research
Volume33
StatePublished - 2006

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