Lecture 1

Question 1

As what can resistance be defined as?

Answer 1

Resistance can be defined as the ACT OF NOT CHANGING, STRONGLY FIGHTING the pressure of change. it is a REACTION against CHANGE

Question 2

How can resistance be used to understand persuasion?

Answer 2

If we know what triggers NEGATIVE FEELINGS, NOT BELIEVING SOMETHING and NOT DOING WHAT IS ASKED in consumers, its easier to persuade them

Question 3

What are the four related faces of resistance?

Answer 3

1. Reactance
2. Inertia
3. Distrust
4. Scrutiny

Question 4

Explain the face of reactance

Answer 4

Reactance is the threat of one’s freedom being limited. It closely relates to Caldini’s principle of scarcity

Question 5

Explain the face of distrust

Answer 5

Distrust is when people become guarded when seeing an ad. They believe there is a alternative motive or that it does not state the true facts

Question 6

Explain the face of scrutiny

Answer 6

Scrunting is when people are aware that they are the target of a persuasive attack, so they are extra mindful

Question 7

Explain the face of inertia

Answer 7

It’s staying put rather than resisting.