Samenvatting Persuasion & Resistance:
Week 5
Artikel 1 (Knowles & Linn 2004)
Persuasion strategies: Approach versus resistance
To persuade (foster movement toward a goal):
A change agent may:
1. Increase approach forces
à Alpha Strategies to Persuasion:
- Persuade by activating approach forces
- Increase motivation to move toward the goal
- Make message more attractive
2. Decrease avoidance (resistance) forces
à Omega Strategies to Persuasion:
- Persuade by decreasing avoidance forces
- Decrease motivation to move away from the goal
- Removing someone’s reluctance to change
Types of Omega strategies
1. Sidestep Resistance à redefine interaction as not involving influence via
conversation, consultancy
a) Redefine relationship: avoiding resistance by keeping consumers interested by
conversation, long-term consultation. E.g. not selling but helping
b) Depersonalize the interaction: not personally, but use words like people should or
we should this makes the person feel less attacked, minimize the impact.
c) Minimize the request: foot in the door technique, ask for something small first
and ask for more later. Moving from not, to small to large if you are already in
with the small the distance because smaller to the large request than when you
are not in at all.
d) Raise the comparison: door in the face, ask first for something big and then small,
The big functions as a reference point so the small thing seems a bargain it
removes the option of not buying at all. The original (smaller offer) becomes even
more attractive compared to the expensive big offer.
e) Pushing the choice into the future: buy now pay later, by giving consumers the
option to pay later it. Saying yes becomes easie gives hope and makes it more
convenient
2. Address Resistance Directly: Address sources of reluctance by lowering costs,
counterarguing concerns, or offering guarantees
a) Offer guarantees: if you don’t like it you can get your money back guarantees. It
removes customers fears of regretting the purchase later-on. Help to remove
reluctance
Week 5
Artikel 1 (Knowles & Linn 2004)
Persuasion strategies: Approach versus resistance
To persuade (foster movement toward a goal):
A change agent may:
1. Increase approach forces
à Alpha Strategies to Persuasion:
- Persuade by activating approach forces
- Increase motivation to move toward the goal
- Make message more attractive
2. Decrease avoidance (resistance) forces
à Omega Strategies to Persuasion:
- Persuade by decreasing avoidance forces
- Decrease motivation to move away from the goal
- Removing someone’s reluctance to change
Types of Omega strategies
1. Sidestep Resistance à redefine interaction as not involving influence via
conversation, consultancy
a) Redefine relationship: avoiding resistance by keeping consumers interested by
conversation, long-term consultation. E.g. not selling but helping
b) Depersonalize the interaction: not personally, but use words like people should or
we should this makes the person feel less attacked, minimize the impact.
c) Minimize the request: foot in the door technique, ask for something small first
and ask for more later. Moving from not, to small to large if you are already in
with the small the distance because smaller to the large request than when you
are not in at all.
d) Raise the comparison: door in the face, ask first for something big and then small,
The big functions as a reference point so the small thing seems a bargain it
removes the option of not buying at all. The original (smaller offer) becomes even
more attractive compared to the expensive big offer.
e) Pushing the choice into the future: buy now pay later, by giving consumers the
option to pay later it. Saying yes becomes easie gives hope and makes it more
convenient
2. Address Resistance Directly: Address sources of reluctance by lowering costs,
counterarguing concerns, or offering guarantees
a) Offer guarantees: if you don’t like it you can get your money back guarantees. It
removes customers fears of regretting the purchase later-on. Help to remove
reluctance
