Some Contemporary Approaches

Publisher Summary This chapter describes various approaches to the problem of inducing resistance to persuasion, and presents a number of variations on each approach. Persuasive messages are known to be more effective if they are presented with their conclusions explicitly drawn, rather than left to be drawn by the recipient. Several ways of inducing resistance to persuasion, and some possibly pretreatments—like enhancing the person's tendency to use perceptual distortion in the defense of his preconceptions—are included in the chapter. Some contemporary approaches to inducing resistance to persuasion include the behavioral commitment approach, anchoring the belief to other cognitions, inducing resistance cognitive states, and prior training in resting persuasive attempts. It is believed that with better education the individual becomes more resistant to persuasion. However, empirical research does not consistently support such a proposition. It is by no means clear that any general-education manipulation would have the effect of increasing resistance to persuasion. Training more specifically tailored to reduce susceptibility to persuasion might be more successful. There is some evidence that the more intelligent are more resistant to conformity pressures from peers, but they also seem to be more susceptible to the mass-media kind of persuasion attempts. Further experiments will have to determine, if inoculation theory will predict the immunizing efficacy of various types of defenses in the case of controversial beliefs as successfully as it has for truisms.