Resisting Persuasion

Three Kinds of Resistance

Resistance to persuasion is not just one single thing. One encounters three kinds of resistance: skepticism, reactance, and inertia.

Skepticism is resistance to the content of the message. 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. With inertia, people don't [Page 752]pay attention to the message. They aren't interested in the change. They just want to keep things the way they are.

Increasing Resistance to Persuasion

Sometimes it is advisable to increase one's own resistance or someone else's resistance to unwanted persuasion. Skepticism can be strengthened by (a) increasing a person's motivation to examine the message and (b) assembling information and tools to effectively evaluate a message. 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. Reactance is stronger when the unwanted influence is directed toward more important values and actions, and when the unwanted influence is more intrusive and offensive. Thoughts that emphasize these aspects of the influence increase the reactance form of resistance.

Inertial resistance can be strengthened by focusing on the current situation, particularly on what is liked about the present situation, and how difficult it would be to change. The nonsmoker who makes a mental list of the top five things to like about being a nonsmoker is bolstering inertia.

Decreasing Resistance to Persuasion

There are times when a person meets resistance, even his or her own resistance to a proposal, and feels that it is baseless and that it prevents a recommendation or change from being realistically considered. In these cases, it may be useful for the person to think of ways to minimize or reduce resistance. Most people think first to overwhelm resistance with debate, explaining why resistance is unreasonable or unnecessary. This tactic rarely works, and most often creates reactance. But some more subtle and effective ways do allow resistance to be minimized.

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