| Abstract |
This dissertation on consumer resistance to enjoyable advertisements is positioned in the areas of persuasive communication and social psychology. In this thesis, it is argued that consumers can resist persuasion by controlling their facial expressions of emotion when exposed to an advertisement. Following the embodiment literature and the facial feedback hypothesis, we propose and prove that controlling the expression of emotions elicited by an ad (for example refusing to smile) might be a fruitful way to resist the ad’s persuasive potential.
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