Programme evaluators frequently encounter resistance from individuals affected by evaluation. Resistance occurs throughout the evaluation process, from the inception of an evaluation to the utilization of its findings. This article addresses possible psychological explanations for such resistance. The objectives of the article are: to provide a review of the relevant evaluation literature; to o...

This study seeks to examine under what circumstances brand advertising that advocated for socially desirable behaviors (e.g., mask wearing) during the COVID-19 pandemic may be successful in increasing intention engage such behaviors. In doing so, we effectiveness of real brands’ persuasive attempts via activist advertising, focusing on messages used advertisements cause psychological reactance....

In two experimental studies we explore to what extent the general effects of positive and negative framing also apply to positive and negative persuasion. Our results reveal that negative persuasion induces substantially higher levels of skepticism and awareness of being subjected to a persuasion attempt. Furthermore, we demonstrate that in positive persuasion, more claims lead to stronger pers...