Tilburg center for Cognition and Communication (TiCC)

We study how people communicate with each other and how computer systems can be taught to communicate with us.

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TiCC Colloquium: Loes Janssen

What: A self-control account of resisting and yielding to persuasion
Where: AZ 210
When: Wednesday, 22 June 2016, 12:30 - 13:30 hours


Abstract

Fundraisers, marketers, and other influence professionals have perfected the art of gaining compliance from consumers. They use an impressive array of persuasive techniques to make people donate time and money to their charities, like and buy their products, and support their ideas. Although a predominant part of their requests is unsolicited, resisting these messages is not as easy as it may seem: even the most sensible consumers regularly find themselves accepting offers they were not planning to yield to in advance.

To help consumers guard their minds and wallets, it is essential that we understand the process of compliance and resistance to unsolicited persuasion attempts. Conversely, from an influence agent's perspective, it is relevant to gain insight into a key determinant of successful persuasion.

My research reveals that one key feature of effective influence tactics is that they wear down consumers' self-control resources that would otherwise be put toward resistance. Hence, people's success in resisting (unwanted) persuasion depends for an important part on the availability of resources to actively control the self.

When: 22 June 2016 12:30

End date: 22 June 2016 13:30