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

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.


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.


Loes Janssen, Radboud University, The Netherlands
Bob M. Fennis, University of Groningen, The Netherlands


NA - Advances in Consumer Research Volume 41 | 2013

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