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Theory 18, — Reinforcement or reactance? Examining the effect of an explicit persuasive appeal following an entertainment-education narrative. Want to listen on the go? Click here to download the audio file. However, susceptibility to persuasion can be a dangerous thing.
Often, we enter situations where we know the other person is going to try to persuade us, and in these cases, there are some steps you can take ahead of time to reduce their influence. A big part of resisting persuasion is being able to counter-argue the persuasive attempt. In this regard, consider having a coffee before engaging with your persuader. However, having the energy to defend your pre-held beliefs is only half the battle.
To this effect, try to connect the belief that you hold that is, the belief the other person is trying to change to a component of your self-concept. That is, rather than thinking about how you oppose this singular purchase, consider how it reflects on your overall identity as a mature and conscientious individual.
However, not only can you use your mind to resist to persuasion, but you can also use your body. From our evolutionary, animal roots, eye contact signals challenge. And for a bonus tip while staring down your persuader, try to keep from smiling or nodding your head. Vast amounts of research show that thoughts in our head can be influenced by the actions of our body.
For example, research shows that nodding your head while listening to a persuasive message actually makes you more convinced of it.
Overt head movements and persuasion: A self-validation analysis. Journal of Personality and Social Psychology , 84 , Burkley, E. The role of self-control in resistance to persuasion. Personality and Social Psychology Bulletin , 34 3 , Skepticism focuses on the logic and evidence of the arguments in the message, and produces a desire to critically evaluate and refute those arguments.
Reactance refers to the negative reaction people have to someone else telling them what to think or do. Reactance is resistance to the influence attempt itself. The contrariness produced by reactance leads people to counter the persuasion, no matter what it advocates, and to reestablish their freedom to think by choosing the opposite.
Inertia is an objection to change itself, no matter which change is advocated. They just want to keep things the way they are. Realizing that persuasion is coming will energize both aspects of skepticism. Also, considering the ways this topic is personally important will increase the energy available to critically and carefully think through a message or proposal. Reactance can be increased by focusing on how the persuasion is manipulative and aimed at limiting freedom.
When people have already been prepared with counter-arguments they find it easier to fend of persuasion attempts. Try to divert attention from the persuasion attempt by hiding it within an apparently innocuous message. If it is then should you go along with it? Alternatively, is the person emphasising how free you are in order to persuade you? After being persuaded, people often perform a sort of reality check. Would I have agreed if I knew then what I know now?
If not, then cancel the whole thing! Under time pressure people find it difficult to think. Watch out for time pressure or limited deals—these are designed to short-cut rational processes and make us jump right in.
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