کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1018548 940352 2008 5 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
The path of least resistance: Regulatory resource depletion and the effectiveness of social influence techniques
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری کسب و کار و مدیریت بین المللی
پیش نمایش صفحه اول مقاله
The path of least resistance: Regulatory resource depletion and the effectiveness of social influence techniques
چکیده انگلیسی

Two experiments examine the role of regulatory resource depletion in the effectiveness of social influence techniques aimed at inducing consumer compliance. They test the two-step hypothesis that a) responding to the initial request stage of an influence technique requires self-control, thereby depleting one's limited resource of self-regulatory energy, and b) a state of regulatory resource depletion fosters the use of heuristics present in the persuasion context, which increases the odds of compliance with the target request of an influence technique. A first field experiment shows that yielding to initial requests (answering a series of questions) induces resource depletion. Experiment 2 demonstrates that a lower level of self-regulatory resources increases the extent of compliance with a request through the employment of the heuristic principle of authority. Together these results provide support for the prediction that regulatory resource depletion is important in explaining the effectiveness of social influence techniques.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Business Research - Volume 61, Issue 10, October 2008, Pages 1041–1045
نویسندگان
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