Resistance to persuasion as a consequence of influence attempts in advertising and non-advertising communications

Discusses research on hard-selling that indicates that in face-to-face interactions, explicit influence attempts induce stronger resistance to persuasion when they come from an interested rather than from a presumably neutral source. The generalizability of these findings to the area of advertising was tested. 55 female college students read a communication about a textbook that was designated either as a review or an advertisement and that contained either a highly or a less explicit influence attempt. Both presenting the communication as an advertisement and a highly explicit influence attempt reduced the communication's effectiveness, indicating the generalizability of reactance research on personal selling to the area of advertising. (PsycINFO Database Record (c) 2007 APA, all rights reserved)