Undermining Self-Regulation Ability As a Means of Reducing Resistance to Persuasion

EXTENDED ABSTRACT - Resistance to persuasion depends both on features of the attitude under attack (e.g., its accessibility or importance) as well as characteristics of the message recipient (e.g., his or her motivation and ability to resist the persuasive appeal). Although much is known about characteristics of the attitude that make it more resistant to change, less is known about factors that influence individuals’ ability to resist counterattitudinal messages. In particular, the extent to which engaging in counterargument requires and is influenced by self-regulatory ability has not yet been explored.


S. Christian Wheeler, Pablo Brinol, and Anthony D. Hermann (2004) ,"Undermining Self-Regulation Ability As a Means of Reducing Resistance to Persuasion", in NA - Advances in Consumer Research Volume 31, eds. Barbara E. Kahn and Mary Frances Luce, Valdosta, GA : Association for Consumer Research, Pages: 31-32.


S. Christian Wheeler, Stanford University
Pablo Brinol, Universidad Autonoma de Madrid
Anthony D. Hermann, Willamette University


NA - Advances in Consumer Research Volume 31 | 2004

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