Mindless Resistance to Persuasion: When Low Self-Control Decreases Yielding to Social Influence

Loes Janssen, Radboud University, The Netherlands
Bob M. Fennis, University of Groningen, The Netherlands
The present research challenges the prevailing view that resistance to persuasion is more likely to succeed when resources for active self-regulation are high, rather than low. Three experiments demonstrate that low self-control may actually facilitate, rather than hinder, resistance to persuasion when the influence context contains salient resistance-promoting heuristics.
[ to cite ]:
Loes Janssen and Bob M. Fennis (2013) ,"Mindless Resistance to Persuasion: When Low Self-Control Decreases Yielding to Social Influence", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.