Degree Type
Honors Capstone Project
Date of Submission
Spring 5-1-2018
Capstone Advisor
Leonard Newman
Honors Reader
Beth Egan
Capstone Major
Psychology
Capstone College
Arts and Science
Audio/Visual Component
no
Capstone Prize Winner
no
Won Capstone Funding
no
Honors Categories
Social Sciences
Subject Categories
Advertising and Promotion Management | Arts and Humanities | Psychology | Social and Behavioral Sciences
Abstract
Advertising has been used for a long time to support the large amount of content that people consume every day. However, the negative stigma associated with advertising has lead to increasing amounts of consumer resistance towards advertising, such as the problem of ad avoidance. Through a literature review, this paper answers the following question: how can understanding consumer resistance inspire more effective advertising? First reviewing the psychology literature, this paper explores the the origin and manifestation of consumer skepticism in response to attempts at persuasion. Cialdini’s weapons of influence provide a basis for the persuasive techniques commonly used. Counterarguing, attitude bolstering, message distortion, social validation, source derogation, negative affect, and selective exposure are some of the ways resistance to persuasion manifests. Next, this paper analysizes some of the existing methods advertisers are using to fight back against consumer resistance: authentic and honest tonality, positive emotions and associations, insights, and unusual media. Based on these two perspectives, this paper takes a look at how psychological elements that could be applied more effectively in advertising.
Recommended Citation
Lam, Chi-Ching, "The Psychology of Consumer Resistance to Advertising" (2018). Renée Crown University Honors Thesis Projects - All. 1221.
https://surface.syr.edu/honors_capstone/1221
Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.
Included in
Advertising and Promotion Management Commons, Arts and Humanities Commons, Psychology Commons
