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Persuading Skeptical Audiences: Implications of Resistance to Persuasion

Persuading Skeptical Audiences: Implications of Resistance to Persuasion. Rohini Ahluwalia Stockton Research Fellow and Associate Professor (University of Kansas) Yaffe Center for Persuasive Communication 2003. Overview.

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Persuading Skeptical Audiences: Implications of Resistance to Persuasion

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  1. Persuading Skeptical Audiences: Implications of Resistance to Persuasion Rohini Ahluwalia Stockton Research Fellow and Associate Professor (University of Kansas) Yaffe Center for Persuasive Communication 2003

  2. Overview • Three segments and their resistance processes (based on level of resistance and response to communications) • Communication Implications (Message and Media) for these segments • How to identify these segments?

  3. All Negatives Many Negatives Few Positives More Negatives Many Positives How Do They Differ? Mental Representation Defensive Audiences Skeptical Audiences Hostile Audiences

  4. Resistance by Different Audiences Resistance to Persuasion Emotional Response Rational Response Zone of Skepticism Zone of Defensiveness Zone of Hostility

  5. Refutation: Source, Information No Attitude Change Resistance Processes of the Hostile Audiences Persuasion Attempt Unsuccessful Successful Selective Avoidance

  6. Persuading the Hostile Audiences Message by Highly Trusted Source Refutation: Information Unsuccessful Successful Selective Avoidance Attitude Change

  7. Resistance by Defensive Audiences Resistance to Persuasion Emotional Response Rational Response Zone of Skepticism Zone of Defense Zone of Hostility

  8. Resistance Processes of the Defensive Audiences Persuasion Attempt Successful Unsuccessful Refutation: Source, Information Belief Change Minimization: Isolation & Re-weighting No Attitude Change

  9. Persuading Defensive Audiences: Under the Radar Persuasion Attempt Successful Unsuccessful Refutation: Source, Information Belief Change Minimization: Isolation & Re-weighting Attitude Change No Attitude Change

  10. Resistance by Skeptical Audiences Resistance to Persuasion Emotional Response Rational Response Zone of Skepticism Zone of Defense Zone of Hostility

  11. No Attitude Change Attitude Change Resistance Processes of the Skeptical Audiences PersuasionAttempt Successful Unsuccessful Refutation: Information, Source

  12. Communication Strategies Message Characteristics

  13. Persuading Resistant Audiences: Message Content Implications Refute the Negative Aspects Lower “Information Value” of Negative Aspects Enhance Salience of Positive Aspects Persuasion Attempt Resistance

  14. Communication Strategies Message Content

  15. Communication Strategies Media Implications

  16. Who Are These Audiences? • Identifying segments • Segmenting on the basis of • geographical location (country, region) • demographics (e.g., age, education) • The issue of accessibility

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