ABSTRACT
Social influence always involves resistance on the part of the target of influence. Regardless of the pressures toward acceptance of the influence, there is always a countervailing force in the form of resistance that reduces the likelihood of persuasion being effective. Successful influence, then, will be achieved only when the forces toward acceptance are greater than the forces stemming from resistance. As Knowles and Linn (this volume) so aptly point out, bringing about a situation where the forces toward acceptance are greater than the forces toward resistance can be achieved either by increasing the positive forces for persuasion or by decreasing the resistance that prevents persuasion.
