In our consumer society, people are confronted on a daily basis with unsolicited persuasion attempts. The present research challenges the prevailing view that resisting persuasion is more likely to fail when consumers have low self-control. Four experiments tested the hypothesis that impaired self-regulation may actually facilitate resistance to persuasion when the influence context contains resistance-promoting heuristics. Indeed, participants with low self-control were less likely to comply with a persuasive request (Experiments 1 and 3), reported a less favourable attitude towards an advertised product (Experiment 2), and generated more negative responses towards a persuasive message (Experiment 4) than participants with high self-control, when they could rely on resistance-promoting heuristics: a violation of the norm of reciprocity (Experiments 1 and 3), an advertisement disclaimer (Experiment 2), or negative social proof (Experiment 4). Together, these studies demonstrate that contextual cues can bolster resistance when one does not carefully scrutinize an influence attempt.
- REGULATORY RESOURCE DEPLETION
- MODERATING ROLE
- STRENGTH MODEL