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Abstract This study explores the relationship between different times of the day on peoples resistance to persuasion particular in the attitude that was formed by a different numerical endorsement group This study involved 261 participants complete an online survey in respects of attitude towards voluntary euthanasia They were either received message that contained a majority or minority endorsement message and participants were either tested during the daytime or night time The results suggest resistance is more robust in the daytime compared to night time and attitude formed by minority endorsed message has higher resistance than attitude formed by the majority endorsed message However there is no interaction between time of day and the source of the message Resisting Persuasion Investigating the Effect of the Different Times of Day and Majority versus Minority Endorsed MessagePersuasion is defined as a process in which a communicator attempts to convince others to change their attitudes or behaviours in a particular direction Hogg Vaughan 2005 In contemporary society people are constantly subjected to different types of persuasion in many areas such as mass media politics news and advertising eg Dunlop Wakefield Kashima 2010 Valentino Hutchings Williams 2004 Nelson Park 2014 Whilst due to the frequent exposure on these persuasive messages these days people tend to believe that they have strong resistance to these persuasion attempts Dursun Tmer Kabadayi 2013 However a study has suggested that a person is normally exposed to 300 to 3000 persuasive messages every day Gass Seiter 2013 and most of these messages are shown to be effective in influencing peoples attitudes andor behaviours Gass et al 2013 Thus given the prevalence of persuasion on our daily life it would be very beneficial to understand how persuasion is implemented and what factors may contribute to the potential resistance of persuasion Furthermore researchers have investigated in how resistance to persuasion may alter depends on the different contexts of initial attitude formation
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