Couples Therapy Using the Technique of Construct Differentiation

A central problem in couples therapy is the clients' tendency to persist in endless and fruitless alternation between attacking the partner and justifying themselves. The technique of construct differentiation described in this article has proved helpful in coping with this situation. In three clearly structured steps, the therapist explores the personal constructs of each partner in the presence of the other. Instead of concentrating in the usual way on circularity of thoughts, feelings, and behavior, the partners are hindered from interacting and are confronted by the therapist's questions concerning their own inner process, independently of that of the partner. By becoming aware of their own ambivalent constructs and those of the partner, the eagerness to convert the partner to their own point of view can be reduced, and the construct system of each partner can be enriched by the other's constructs. Construct differentiation proves especially useful in the treatment of power struggles and narcissistic collusions.     

Image, issues, and ideology: the processing of information about political candidates

Ss watched a videotaped nonpolitical speech by a male political candidate that conveyed either a favorable or an unfavorable image. Then they heard an excerpt of a radio program in which the candidate was described as holding either conservative positions or liberal positions on a series of specific issues. The impact of the candidate's speech on evaluations of him decreased over time. However, Ss used the speech as a basis for judgment only when the candidate's issue stands had unfavorable implications. When Ss learned the candidate's issue stands 24 hr after they heard the speech, they based their evaluations on their personal agreement with these stands. When Ss learned the candidate's issue positions immediately after the speech, however, they based their evaluations on the ideological implications of the issue stands instead.     

The effect of perceived message choice on persuasion

We argue that giving individuals a sense of choice over the product information they receive (i.e., message choice) can have important subsequent effects when individuals are prompted to make inferences about the company. Even when the product information that is received is exactly the same, being given a sense of choice can produce more favorable company evaluations and in turn, more favorable product judgments. The first two experiments support these hypotheses using different means of prompting company inferences: when prompted, those who had been given message choice judged the company more favorably and were more willing to purchase from that company. The third experiment illustrates when message choice effects can backfire. Specifically, when the company itself highlights the provision of message choice in the ad, and consumers are prompted to make inferences about the company, message choice can backfire because it may be perceived as a persuasion tactic rather than a sincere attempt to inform. The results support company evaluations as the mediator of message choice effects and rule out alternate accounts based on dissonance, elaboration, reactance and self-labeling explanations. These findings are important in interactive media environments where marketers have opportunities and imperatives to give consumers a sense of choice in message selection.