ABSTRACT
Ambivalence about decision alternatives implies that there are two separate ways to persuade people to accept an alternative. One set of persuasion strategies attempts to increase the attractive features of the alternative; the second set attempts to decrease the negative features of the alternative. The distinction between alpha and omega strategies for persuasion is more than a heuristic categorization of persuasion strategies. The approach–avoidance model of persuasion compels the conclusion that resistance is the key element in the persuasion process. Prior research has identified three basic sources for resistance that impede persuasion, compliance, and change. These are resistance to the influence attempt, also known as “reactance”, resistance to the proposal, also known as “skepticism”, and resistance to change, also known as “inertia.” The source of resistance to the influence lies in the actions of the agent promoting the change. Reactance is created by the influence attempt.
