The role and impact of affect in the process of resistance to persuasion

This investigation dealt with the role and impact of affect in the process of resistance. A total of 597 participants took part in tile study in 4 pha se spanning 6 weeks. Initial results indicated that the cognitive, affectiv e-anger, and affective-happiness inoculation treatments all conferred resis tance to persuasive attacks. Structural equation analyses were conducted on the cognitive, affective-anger, and affective-happiness experimental inocu lation conditions in order to examine the process of resistance. The result s across all 3 conditions revealed a direct path in which inoculation treat ments directly induced resistance to persuasive attacks. However, indirect paths to resistance varied across the 3 experimental conditions. Cognitive inoculation treatments contributed to receiver threat and counterarguing ou tput, which, in turn, enhanced resistance. Thus, tire cognitive inoculation treatments triggered a process that is consistent with McGuire's theoretic al explanation for resistance. By contrast, both affective-anger and affect ive-happiness inoculation treatments relied more heavily on elicited emotio nal responses. Finally, the results indicated that greater receiver involve ment was positively associated with experienced anger and, therefore, indir ectly contributed to resistance, whereas greater receiver self-efficacy ten ded to dampen resistance.