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De mens als marionet van de marketeer : zelfcontrole is de sleutel

Bosman, E.H. (2008) De mens als marionet van de marketeer : zelfcontrole is de sleutel.

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Abstract:The first study that we performed showed that if consumers are being exposed to a social influence technique, that they show more compliance afterwards (a higher degree of willingness to cooperate on studies of the tax services) than people in the neutral condition and that this effect is mediated by the degree that these people are depleted (average reaction time on a Stroop-task). These findings can be explained trough the fact that the use of a social influence technique by a marketeer drains the level of self-control that the consumer has available to withstand the influence attempt of the marketeer. On a certain point in time the self-control level of the consumer will become so low that the consumer is not able to say no any longer. The second study shows that this effect is less strong for people who have a high natural level of self-control. The study showed that people with a high natural level of self-control performed, after being exposed to an social influence technique, better on the Stroop-task than the people with relatively low self-control. If the government wants to help consumers guard themselves against unwanted influence attempts of marketers it is essential that the consumers learn to increase their source of self-control. If the consumer succeeds in increasing this source he will be less soon depleted by influence attempts of marketers and therefore he will be able to say no easier/longer than their fellow consumers who have less self-control
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Psychology MSc (66604)
Link to this item:http://purl.utwente.nl/essays/58878
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