Resisting Persuasion in the
Context
of War Gaming Methodology
Much from the research on resistance to persuasion has applicability to marketing. These findings are especially relevant when a product is facing competition – to better help understand how to protect against persuasion attempts by a competitor. The classic research on this topic is inoculation, which describes the process of introducing the opposition’s persuasive arguments and providing counterarguments to these attacks, thus further strengthening defenses so there is resistance to subsequent persuasion attempts by the opposition. Qualitative war gaming methodology is used in a number of situations to develop persuasive messages and resistance against persuasion attempts by the opposition.
Applications of findings from persuasion resistance research to the war gaming methodology are explored in an article written for the Journal of Medical Marketing by Donna Kelly, Ph.D., Executive Vice President, and Michael D’Aust Garcia, Senior Vice President, GfK Healthcare. The authors also discuss how applying persuasion-resistance principles to war gaming methodology will improve its value and can be used to further customize the methodology to meet specific challenges faced by a product.
To download the article, Resisting Persuasion: Building Defenses Against Competitors’ Persuasive Attacks in the Context of War Gaming Methodology, please click here.
