Examines research dealing with learning processes and suggests its applications to compliance gaining. Discusses the degree to which learning theories explain the acquisition of new attitudes and behaviors, and the degree to which attitudinal and behavioral changes are governed by learning theory principles. (JMF)

Tests a model of resistance to persuasion based upon variables not considered by earlier congruity and inoculation models. Supports the prediction that the kind of critical response set induced and the target of the criticism are mediators of resistance to persuasion. (JMF)

Reports a study of varied threats to attitudinal freedom and initial receiver attitude at four discrepancy intervals. Discusses the significance of the findings for the importance of the freedom to agree or disagree with a persuasive communication. (JMF)

Discusses the construct validity of television viewing derived from four alternative conceptualizations of what it is in television which, when viewed, interacts with human behavior and attitudes. (JMF)

Refutes McGuire's analogy to inoculation theory used to predict resistance to beliefs that have not been attacked. An experimental test of effectiveness of different defenses over three belief levels is discussed. (JMF)

Students were given questionnaires asking their responses on public issues. Each questionnaire contained a bogus distribution of responses from other students. Results indicated that the students were influenced in the direction of the bogus consensus only on those issues to which they had a low commitment. (PD)

Proposes and tests three mathematical models of communication and belief change: a proportional change model, a belief certainty model, and an accumulated information model. The central focus of the research is clarification of the cognitive communication mechanisms responsible for the belief changes produced by communication. (JMF)

Deals with the role and impact of affect in the process of resistance among undergraduate students. Notes that initial results indicated that the cognitive, affective-anger, and affective-happiness inoculation treatments all conferred resistance to persuasive attacks. Indicates that greater receiver involvement was positively associated with…

Confirms the hypotheses that (1) males are expected to use more aggressive persuasive strategies and when they do not conform to such expectations, attitude change is inhibited; and (2) females are not expected to use such aggressive strategies and are penalized when they are the source of unexpectedly aggressive message strategies. (PD)