| Do we need to convince you that persuasion is an important topic for the social sciences? Probably not. You know that humans are social beings. Our communication, psychology, social organization, political structures, market choices—in short, everything we do—is interpersonally coordinated. Persuasion is one of the important tools to achieve these alliances.
What about resistance? Do we need to convince you that resistance is the most important element in the persuasion process? Well, we believe it is. Resistance is an initial condition for persuasion. Without resistance, persuasion, like preaching to the choir, is unnecessary babble. It is the resistance that requires persuasion.
It is our view that resistance is the key element in persuasion. But it also is a neglected element. Most of the research from communication, marketing, social psychology, and political psychology has considered persuasion a way to increase the power of the message. Resistance reduction is a different side to the persuasion equation, one that has been relatively unexplored so far. We hope that this volume will focus attention on this other half—the neglected half—of the persuasion process. |