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Kevin Hogan
Network 3000
3432 Denmark #108
Eagan, MN 55123
(612) 616-0732
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Persuading People Who Don't Want to be Persuaded
by Kevin Hogan
Page 3
The Difficult to Persuade
However, there is a group of people who is the most difficult to change their behavior and persuasion is mostly resisted.Who?
KEYPOINT: The person who is "addicted" to a product or could become addicted to a product, when told not to use that product, actually polarize and not only tend to buy the product, but use it, defend it, and evangelize it to others.
You tell them don't buy it and they buy it.
Again, who is this person?
They are the person who hears this...
- "Don't you go to that cult..." (The church down the street from yours.)
- "Don't look at that X on line..."
- "Don't do that behavior...."
- "Don't...."
The Anti-Sell
Some anti-smoking ads are simply ineffective, while others actually make youth more likely to light up. Fortunately, some are successful, and a new University of Georgia study helps explain why.Researchers found that anti-smoking ads are most effective when they convince youth that their friends are listening to the ads. Otherwise, the ads appear to stimulate the rebellious and curious nature of youth, making them more interested in smoking. (Credit: iStockphoto/Mitar Gavric)
Hye-Jin Paek, assistant professor at the UGA Grady College of Journalism and Mass Communication, found that anti-smoking ads are most effective when they convince youth that their friends are listening to the ads. Otherwise, the ads appear to stimulate the rebellious and curious nature of youth, making them more interested in smoking. Paek and co-author Albert Gunther from the University of Wisconsin-Madison examined data from surveys of nearly 1,700 middle school students, and their results appear in the August issue of the journal Communication Research.
"Anti-smoking ads have the greatest impact on smoking attitudes and behavior when adolescents think that their peers are listening to those messages," Paek said. "And that makes sense because people are more likely to listen to what their close peers say rather than what the media says."
Evidence that anti-smoking ads have the potential to make youth more likely to smoke has been accumulating for the past five years. Paek and Gunther's study adds to that evidence and helps explain how anti-smoking ads can be effective.
How?
Continue: Page | 1 | 2 | 3 | 4 | 
Kevin Hogan
Network 3000 Publishing
3432 Denmark #108
Eagan, MN 55123
(612) 616-0732
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