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7.6 RESISTING PERSUASION ATTEMPTS : 
We are highly resistant to persuasive messages. If we are not, 
our attitudes would be in a constant state of change. Several 
factors contribute to such resistance to persuasion. 
1. 
Reactance: It is negative reactions to efforts by others to limit 
our personal freedom. In other words we tend to protect our 
personal freedom. 
2. 
Forewarning: It is the prior knowledge of persuasive intent. It 
is the knowledge that someone is trying to change our 
attitudes. 
3. 
Selective Avoidance: It is a tendency to direct our attention 
away from information that challenges our existing attitudes. 
4. 
Counter arguing against competing views: When exposed 
to persuasive messages we actively counterargue against the 
information they contain. This also increases our resistance to 
persuasion. 

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5. 
Biased assimilation and attitude polarization: These are 
two additional processes that play a role in resistance to 
persuasion. Biased assimilation is the tendency to evaluate 
information that disconfirms our existing views as less 
convincing than that confirms these views. Attitude 
polarization is the tendency to evaluate information in such a 
way that it strengthens our initial views.
 
7.7 COGNITIVE DISSONANCE. WHAT IT IS AND 
HOW WE MANAGE IT ? 
Congnitive dissonance is an unpleasant internal state that 
results when individuals notice inconsistency between two or more 
of their attitudes. It can also be an unpleasant state between 
attitudes and behaviour. It is a frequent occurrence in everyday life. 
It can sometimes lead us to change our attitudes. 
Cognitive 
Dissonance 
Theory 
proposed by Leon Festinger in 
1957 begins with the idea that people do not like inconsistency and 
are uncomfortable when it occurs. Dissonance can be reduced 
through direct as well as indirect techniques.