Full Text

Persuasion and Resistance

Robin L. Nabi


In →  Persuasion research, the concept of resistance generally refers to →  audiences withstanding attempts to change their beliefs, →  attitudes , or behaviors. Resistance, however, can actually be conceptualized in multiple ways. For example, it can be thought of as simply an outcome of a persuasive attempt (i.e., no change in attitude in the face of a persuasive message). It might also be considered a motivation , or goal of the audience (e.g., to maintain or protect their initial beliefs). Resistance might also reflect the process through which persuasive attempts are thwarted (e.g., disagreement with a message position or denigration of a message source). Finally, resistance might be reflected by the qualities of either attitudes (e.g., attitude strength) or people (e.g., dogmatic personalities) that limit persuasive effect (see Knowles & Linn 2004 ). Regardless of how resistance itself is conceptualized, its role in persuasion is often considered from two different perspectives. First, resistance as the natural, and perhaps unintentional, result of exposure to a persuasive message is examined with the intent of determining how best to minimize this blockage to persuasive effect. Second, given there are persuasive situations in which the intended goal is to reinforce attitudes, or promote resistance to future persuasive attempts that the audiences might face (e.g., ... log in or subscribe to read full text

Log In

You are not currently logged-in to Blackwell Reference Online

If your institution has a subscription, you can log in here:


     Forgotten your password?

Find out how to subscribe.

Your library does not have access to this title. Please contact your librarian to arrange access.

[ access key 0 : accessibility information including access key list ] [ access key 1 : home page ] [ access key 2 : skip navigation ] [ access key 6 : help ] [ access key 9 : contact us ] [ access key 0 : accessibility statement ]

Blackwell Publishing Home Page

Blackwell Reference Online ® is a Blackwell Publishing Inc. registered trademark
Technology partner: Semantico Ltd.

Blackwell Publishing and its licensors hold the copyright in all material held in Blackwell Reference Online. No material may be resold or published elsewhere without Blackwell Publishing's written consent, save as authorised by a licence with Blackwell Publishing or to the extent required by the applicable law.

Back to Top