Resistance to Change: Differential Effects of Favourable and Unfavourable Initial Communications*

Abstract

This study investigated the differential resistance to change of initially favourable and unfavourable impressions when counter-communications are given. The results support the hypothesis that unfavourable initial impressions are more resistant to change than favourable initial impressions over a 10-day interval, though the difference is not apparent immediately following the counter-communication. These findings are discussed with respect to their implications for interpersonal and social change and the need for the development of a comprehensive theory to account for the empirically observed phenomenon.