Lecture 6 - Receivers Resistance Strategies P2

Question 1

Consumer resistance strategies, what is the ACE typology?

Answer 1

Avoiding - Strategies aimed at not seeing or hearing the message
Contesting - Actively refuting the message by challenging it
Empowering - Reassuring the self or one’s existing attitude

Question 2

There are two different tactics to promote attitudinal or behavioral change, what are they?

Answer 2

Increase approach forces with alpha strategies (make messages/offers more attractive)

Decrease avoidance forces with omega strategies (neutralize resistance, make it look less unattractive)

Some strategies (e.g., humor) do both!

Question 3

The following is part of which strategy?

1. Make messages more persuasive
2. Add incentives
3. Increase source credibility
4. Provide consensus information
5. Emphasize scarcity
6. Engage a norm of reciprocity
7. Emphasize consistency and commitment

Answer 3

Alpha strategies

Question 4

The following is part of which strategy?

1. Sidestep resistance
2. Address resistance directly
3. Address resistance indirectly
4. Distract resistance
5. Disrupt resistance
6. Consume resistance
7. Use resistance to promote change

Answer 4

Omega strategies

Question 5

Within avoidance, there are three sub avoidances, what are they?

Answer 5

Physical avoidance (e.g., adblockers, bel me niet, Spotify premium)
Mechanical avoidance (e.g., zapping, zipping/fast-forwarding, skipping or muting)
Cognitive avoidance (e.g., selective exposure, selective attention)

Question 6

How do you neutralize avoidance?

Did Damian Make Steak Fajitas
Please Remember Vapor Rub

Answer 6

Disguise persuasive intent
Disguise sender (using people we like to promote it, such as celebrities)
Minimize the request (by the FITD technique)
Sidestep resistance (Omega strategy)
Forced exposure (e.g., Ads before YouTube, forced to watch ads)

Pushing the choice into the future
Redefine interaction
Viral and WOM marketing
Raise the comparison

Question 7

Within contesting, there are three sub “contesting”, what are they?

Answer 7

Contesting content (counterarguing or message derogation)
Contesting source (source derogation)
Contesting persuasion tactics

Question 8

How do you neutralize contesting?

Answer 8

Address resistance directly (Omega strategy)

• Two-sided advertising (address both the positive as negative aspects)
• Safety cues and warrants

Consume resistance (Omega strategy)
- Self-control depletion

Distract resistance (Omega strategy)

• Humor (also used in avoidance and as alpha strategy)
• Sex appeal (also used in avoidance and as alpha strategy)

Disrupt resistance (Omega strategy)

• Disrupt-then-reframe
• Unconventionality

Question 9

There are three forms of empowerment, what are they?

AAS

Answer 9

Attitude bolstering, social validation, self-assertion (assertion of confidence or self-esteem)