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 language||English (US)|
|Number of pages||1|
|Journal||Advances in Consumer Research|
|State||Published - 2006|
Petrova, P., Cialdini, R., Barrett, D., & Maner, J. K. (2006). Effective Counter Persuasion: Creating Lasting Resistance to a Stronger Opponent. Advances in Consumer Research, 33, 276. http://www.acrwebsite.org/volumes/12474/volumes/v33/NA-33