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11 July 2008, 22:32
Eight ways to get exactly what you want part 8
8 Resistance isn't futile
HISTORICALLY, psychologists studying persuasion have concentrated on what makes certain messages more appealing than others. But over the past few years researchers have begun revising that idea. A growing body of evidence suggests that breaking down people's resistance to persuasion can be even more important.
The reason for this is that people are naturally suspicious of attempts to persuade them. This is especially true if they think they are being duped.
In laboratory studies, merely reminding people that they are vulnerable to manipulation - for example, showing them magazine adverts with celebrities or models endorsing products they clearly know nothing about - makes them generally more difficult to persuade (Journal of Personality and Social Psychology, vol 83, p 526).
So far so obvious, but there's a useful point here. Resistance means that very persuasive arguments can backfire. People who successfully resist persuasion often become even more entrenched in their wrong-headed opinions, and the stronger, more credible or authoritative they perceive the attempt at persuasion to be, the more certain of their opinions they become when they resist it (Journal of Personality and Social Psychology, vol 83, p 1298).
At first blush, this seems paradoxical. You might think a strong, authoritative argument would hold greater sway. Not necessarily. It seems that if people resist good arguments presented by an expert, they conclude their own arguments must be even stronger.
This sets up a bit of a catch-22. "If you want to change people's attitudes, it's good to have strong arguments," says Zakary Tormala of Stanford University. "But if they manage to resist your message, they might become more certain of the very attitudes you want to change."
How to overcome this deadlock? Tormala's colleague Richard Petty of Ohio State University says: "Present positions closer to your target's views, then move them towards your goal a little at a time." You could also try charming them by boosting their self-esteem. "When people feel good about themselves, they are more open to challenging messages," he says.
The Human Brain - With one hundred billion nerve cells, the complexity is mind-boggling. Learn more in our cutting edge special report.
To you From issue 2655 of New Scientist magazine, 07 May 2008, page 32-37
Enjoy!
Margarita Nomeikiene
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