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

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.


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 .


Loes Janssen, Tilburg University, the Netherlands
Bob Fennis, Utrecht University, the Netherlands
Ad Th. H. Pruyn, University of Twente, the Netherlands


NA - Advances in Consumer Research Volume 37 | 2010

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