Dr. Eric Knowles, Ph.D., is the world’s foremost expert on resistance and persuasion. He is author of the influential professional book, Resistance and Persuasion. Dr. Knowles recognized that there were two completely different ways to persuade people. Alpha Strategies attempt to persuade by explaining the features and increasing the benefits of an offer. Alpha Strategies are what most people learn and use to persuade. Omega Strategies attempt to persuade by identifying and removing the resistances that people have to an offer or proposal.
Put simply, Alpha Strategies try to overwhelm resistance by improving the message, offering discounts, adding incentives, establishing relationships, etc. Unfortunately, Alpha Strategies, when successful, also increase ambivalence about the offer, producing greater buyer remorse, second guessing, and returned products. Omega Strategies identify and remove or neutralize a person’s reluctance. Omega Strategies are usually simpler and less expensive (you don’t have to lower the price) and have the added benefit that they REDUCE AMBIVALENCE. When we remove resistance from the equation, people feel more satisfied and happy with their decision. They stick to their choice and they tell others about it.
In the last 20 years, Dr. Knowles has invented or identified, researched and verified, numerous Omega Strategies for change. For the first time, this website makes these strategies available to you.
Dr. Knowles has spent years studying change and ways to create it. As a college student, he became fascinated with psychology as a way to help people identify and make changes in their lives and their organizations. In 1971, Dr. Knowles received his Ph.D. in Social and Personality Psychology from Boston University, studying with the Robert Chin, Warren Bennis, and Kenneth Benne who wrote the influential book, The Planning of Change.
Dr. Knowles has a distinguished academic career, first at the University of Wisconsin-Green Bay, and, since 1984, at the University of Arkansas in Fayetteville, serving both as Full Professor and Department Chair. He has also been a Visiting Professor at Ohio State University, and Heidelberg University, Germany, as well as a Fulbright Research Scholar to Gothenburg University, Sweden. He is an elected Fellow of the American Psychological Association, the Association for Psychological Science, and the Society for Personality and Social Psychology.
Dr. Knowles is a valued and much sought after speaker and consultant, working with private companies (e.g., T-Mobile Europe, Trestle-tree.com, Comverse), non-profit agencies (e.g., the University of Arkansas Development Office’s 1 Billion Dollar Campaign), and the U.S. Government (e.g., Department of State, Department of Transportation).