Resistance to Persuasion: Minimizing Cognitive Effort By Implicit Forewarning

Traditional strategies helping people to resist persuasion, like forewarning, all have in common that they require cognitive capacity. Typically, however, consumers are not able or motivated to allocate their scarce cognitive resources on adopting resistance strategies. This research reveals an implicit forewarning strategy that thwarts the need for cognitive capacity.


Marieke Fransen (2012) ,"Resistance to Persuasion: Minimizing Cognitive Effort By Implicit Forewarning", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 606-609.


Marieke Fransen, University of Amsterdam, The Netherlands


NA - Advances in Consumer Research Volume 40 | 2012

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