Week 2. Psychological reactance & politeness theory

To be continued...

What is persuasion?

A process aimed at changing attitudes, beliefs, or behaviors through communication.

What is resistance to persuasion?

Any response that opposes or weakens persuasion attempts (Fransen et al., 2015).

What is the Elaboration Likelihood Model?

A theory explaining how people process persuasive messages via two routes (Petty & Cacioppo, 1986).

What are the two routes in ELM?

1. Central route → deep processing (arguments)

2. Peripheral route → superficial cues (e.g., attractiveness, credibility)

When does central processing occur?

When motivation and ability are high.

When does peripheral processing occur?

When motivation or ability is low.

Why is central route persuasion stronger?

It leads to more stable, long-lasting attitude change.

What is the Heuristic-Systematic Model?

A dual-process model similar to ELM (Chaiken, 1980).

What is heuristic processing?

Using mental shortcuts (e.g., “experts are right”).

What is systematic processing?

Careful, effortful evaluation of arguments.

When is resistance more likely?

During central/systematic processing, because people actively evaluate and counterargue.

What is counterarguing?

Generating arguments against a persuasive message.

What is inoculation theory? (McGuire, 1964)

A strategy that builds resistance by exposing people to weak counterarguments.

How does inoculation work?

1. Threat → awareness of persuasion attempt

2. Refutational preemption → practice defending attitude

Why is inoculation effective?

It strengthens attitudes and prepares people for future persuasion attempts.

What triggers psychological reactance?

Perceived threat to freedom (Brehm, 1966).

What happens when reactance occurs?

• Resistance increases

• Message rejection

• Opposite behavior

What is message framing?

Presenting information in terms of gains or losses.

What is a gain frame?

Focus on benefits of behavior.

What is a loss frame?

Focus on costs of not performing behavior.

When are gain frames more effective?

Prevention behaviors (e.g., healthy lifestyle).

When are loss frames more effective?

Detection behaviors (e.g., screenings).

What is cognitive dissonance? (Festinger, 1957)

Psychological discomfort caused by inconsistent beliefs or behaviors.

How do people reduce dissonance?

• Change behavior

• Change attitude

• Justify behavior

What is self-persuasion?

Individuals generate their own arguments for change (Aronson, 1999).

Why is self-persuasion effective?

• Reduces resistance

• Increases internal motivation

• Leads to long-term change

What makes an attitude strong?

• Accessibility

• Certainty

• Personal relevance

Why are strong attitudes harder to change?

They are more resistant to persuasion.

Why can more thinking sometimes increase resistance?

Because deeper processing → more counterarguing (ELM).

How do persuasion and resistance interact?

• Strong persuasion → triggers resistance

• Resistance → depends on processing depth, autonomy, and prior attitudes