Resistance towards persuasion: differences between non-profit and commercial advertising

In the present research we examined a variety of strategies that consumers may use to resist persuasion towards non-profit and commercial advertising. Based on research by Jacks and Cameron (2003), we investigated seven strategies (i.e., attitude bolstering, counter arguing, negative affect, selective exposure, social validation, source derogation, and assertions of confidence) that might be effective in conferring resistance. The results demonstrate that consumers denote attitude bolstering, and social validation as strategies they would use to resist non-profit advertisements whereas selective exposure, counter arguing, source derogation, and negative affect are strategies that consumers are more likely to adopt when resisting commercial advertisements.