Forewarned Is Forearmed: Conserving Self-Control Strength to Resist Social Influence

Loes Janssen, Tilburg University, the Netherlands
Bob Fennis, Utrecht University, the Netherlands
Ad Th. H. Pruyn, University of Twente, the Netherlands
Recent research has shown that resisting persuasion involves active self-regulation. Resisting an influence attempt consumes self-regulatory resources, and in a state of self-regulatory resource depletion, consumers become more susceptible to (unwanted) influence attempts. However, the present studies show that a forewarning of an impending influence attempt prompts depleted individuals to conserve what is left of their regulatory resources. As a result, when these individuals are subsequently confronted with a request, they comply less than their depleted counterparts who were not forewarned and thus did not conserve their resources, and they are as able as non-depleted participants to resist persuasion.
[ to cite ]:
Loes Janssen, Bob Fennis, and Ad Th. H. Pruyn (2010) ,"Forewarned Is Forearmed: Conserving Self-Control Strength to Resist Social Influence", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 610-611 .