Persuasion - Defence/ Resistance Tactics

Persuasion - Defence/ Resistance Tactics

source - Marwell & Schmitt’s Taxonomy

Resistance to persuasion refers to the processes through which people prevent
persuasive messages from changing their attitudes. They include cognitive,
motivational as well as effective factors. Listed below are some of the defense tactics:


• Deflect - they could divert the issue to a lesser, side issue; or could “pass the
buck” to a lower official who has no real power.
• Delay - your opponent could make you think they are addressing the issue,
when nothing is really being done, for example, forming a “study commission”
that has no real power.
• Deny - your opponent may say your claims and your proposed solutions, or
both, are invalid.
• Discount - your opponent may try to minimize the importance of the problem or
question your legitimacy as an agent of change.
• Deceive - your opponent may deliberately try to make you and your group feel
like, they are taking meaningful action, when they in fact have not; they may
never have had any real intention to consider your issues.
• Divide - your opponent may sow the seeds of dissent into your group’s ranks,
and use a “Divide and conquer” strategy.
• Dulcify - your opponent may try to appease or pacify your group through offers
of jobs, services and other benefits.
• Discredit - your opponent may try to cast doubt on your group’s motives and
methods.
• Destroy - your opponents may try to de-stabilize or eliminate your group through
legal, economic, or scare tactics.
• Deal - your opponent may decide to avoid conflict by offering a deal, working
towards a mutually acceptable solution.
Surrender - the opposition may agree to your demands. If this is the case, you should
remember that the victory is not complete until the opposition follows through with its
promises.