This theory postulates that when people actively or passively resist a message, they will have less favorable attitudes towards the action/idea the message intended to support.

University of Delaware

Also known as reactance, someone who has message fatigue and reacts with anger or counterarguments as a means to reestablish freedom. This reaction is more common when a single message source is responsible for the messages.

Active Resistance to Persuasion

So, J. (2021). Counterproductive effects of overfamiliar antitobacco messages on smoking cessation intentions via message fatigue and resistance to persuasion. Psychology of Addictive Behaviors. Advance online publication. https://doi.org/10.1037/adb0000776

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