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Resource depletion and persuasion : the moderating Role of the heuristic principle of reciprocity

Jany, D. (2008) Resource depletion and persuasion : the moderating Role of the heuristic principle of reciprocity.

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Abstract:The present article examines the effect of regulatory resource depletion on the amount of compliance, through the use of a heuristic, which either promotes compliance or enhances resistance to persuasion, in particular the heuristic principle of (reversed) reciprocity. Results partly indicate that a state of regulatory resource depletion diminishes self-regulatory resources. It appears that counterargument is a self-regulatory process that can be weakened when self-regulatory resources have previously been reduced. Moreover, we did not find significant results for a higher compliance rate when the heuristic principle of reciprocity was used, or a lower compliance rate when reversed reciprocity was used. Notwithstanding, a tendency can be seen in the desired direction. Specifically, participants were overall more willing to comply when the request was preceded by the heuristic which promotes persuasion than when the heuristic was used which promotes resistance to persuasion or when no heuristic was used. Further, the present study did not find an interaction between depletion induction and heuristic activation on compliance rates. As a consequence, the results of the present study indicate that the heuristic principle of reciprocity apparently does not have a moderating role in the effect of depletion on compliance. Taken together these results show that it is important to take self-regulatory resources into account in a social influence situation
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Psychology BSc (56604)
Link to this item:http://purl.utwente.nl/essays/58795
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