- Resistance towards persuasion: differences between non-profit and commercial advertising
- 10th International Conference on Research in Advertising (ICORIA)
- Book/source title
- The 10th ICORIA 2011 Berlin: June 23rd-25th 2011: conference programme [DVD]
- European Advertising Academy
- Document type
- Conference contribution
- Faculty of Social and Behavioural Sciences (FMG)
- Amsterdam School of Communication Research (ASCoR)
In the present research we examined a variety of strategies that consumers may use to resist persuasion towards non-profit and commercial advertising. Based on research by Jacks and Cameron (2003), we investigated seven strategies (i.e., attitude bolstering, counter arguing, negative affect, selective exposure, social validation, source derogation, and assertions of confidence) that might be effective in conferring resistance. The results demonstrate that consumers denote attitude bolstering, and social validation as strategies they would use to resist non-profit advertisements whereas selective exposure, counter arguing, source derogation, and negative affect are strategies that consumers are more likely to adopt when resisting commercial advertisements.
If you believe that digital publication of certain material infringes any of your rights or (privacy) interests, please let the Library know, stating your reasons. In case of a legitimate complaint, the Library will make the material inaccessible and/or remove it from the website. Please Ask the Library, or send a letter to: Library of the University of Amsterdam, Secretariat, Singel 425, 1012 WP Amsterdam, The Netherlands. You will be contacted as soon as possible.