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Personality and Social Psychology Bulletin, Vol. 32, No. 6, 740-750 (2006)
DOI: 10.1177/0146167205286110

Resistance Can Be Good or Bad: How Theories of Resistance and Dissonance Affect Attitude Certainty

Robert J. Rydell

Miami University, rydell{at}psych.ucsb.edu

Kurt Hugenberg

Miami University

Allen R. McConnell

Miami University

This research investigated how lay theories about resisting persuasion can affect attitude certainty. Specifically, people who believed that resistance was negative (i.e., implies close-mindedness) showed different levels of attitude certainty after resisting persuasive messages than people who believed resistance was positive (i.e., implies intelligence). When people held positive lay theories of resistance and overcame ostensibly strong arguments, they showed increased attitude certainty (compared to those who overcame ostensibly weak arguments). However, individuals who believed that resistance was negative did not show increases in attitude certainty when overcoming strong arguments. Experiment 2 suggests that the effect of lay theories and perceived argument strength on attitude certainty was due to dissonance created by believing that resistance is undesirable but nonetheless resisting persuasion.

Key Words: attitudes • attitude certainty • resistance • lay theories • cognitive dissonance


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