Chapter 11 - Part 2 - Chapter 11 Part 2 Understanding...

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Chapter 11 – Part 2 Understanding Resistance and Yielding
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Resistance as reaction to persuasion attempts Brehm: Theory of Psychological Reactance A person is motivated to “rebel” when his or her freedom to choose a particular way of acting is threatened by persuasion. Thus, our need to be in control, plus a strong desire for a stable and balanced life, provides the foundation for reactance
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Types of Resistance Destructive resistance Resistance as misbehavior Constructive resistance Resistance as a positive
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(3) Types of Yielding – Herbert Kelman #1 Compliance Yielding publicly to an influence attempt It lasts only as long as the influencing agent is visibly present Based on the expectation of gaining rewards or avoiding punishments
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#2 Identification Desire to emulate a certain individual Gain satisfaction by being “like” someone else whom we admire
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#3 Internalization Personally rewarding or useful People want to be consistent with their values (Values : Whatever an individual deeply believes to be important in life.)
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Chapter 11 - Part 2 - Chapter 11 Part 2 Understanding...

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