Becker-L-S0117897-Bachelorthese.doc - Thesis for the Bachelor in Psychology Consumer Behavior Can Positive Mood Replenish Resource Depletion Resulting

Becker-L-S0117897-Bachelorthese.doc - Thesis for the...

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Thesis for the Bachelor in Psychology Consumer & Behavior Can Positive Mood Replenish Resource Depletion Resulting in Less Compliance through a Heuristic? Liza Becker Studentnumber: 0117897 University of Twente July 2008 First supervisor: Drs. Loes Janssen Second supervisor: Dr. Thomas van Rompay
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Table of content Introduction 1 Methods 7 Results 10 Discussion 13 References Abstract
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This study examines the effect of replenishment of self-regulatory resources after a depleting task, on compliance through a heuristic. The following three hypotheses were tested. Can positive mood replenish previously depleted self-regulatory resources? Do people comply more with a request when they are exposed to a compliance-promoting heuristic? Can replenishment through positive mood counteract the effect of regulatory resource depletion through less reliance on a heuristic? Results showed that none of the predicted effects occurred, but some other significant, partly reversed outcomes have been found. A short rest break did replenish depleted self-regulatory resources more than positive mood, and positive mood in itself had an effect on compliance. Together these results did not support the hypotheses, possibly due to the fact that mood induction and the heuristic activation did not work the way predicted and mood itself had an effect on the compliance measurement.
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Can positive mood replenish depleted self-regulatory resources resulting in less compliance through a heuristic? 1 Introduction In our daily lives the principle of influence is present, especially in the area of persuasion. Special techniques can be applied in different situations and nearly everybody has experienced the power of a social influence strategy. These techniques are very popular in daily marketing and sale. For example, the small gift one receives in a perfumery just before one buys a product, the general question to which one always agrees from a charity promoter, before he asks for a donation, or the friendly salesperson which makes us buy new shoes. These are all situations where people are influenced by others by complying with a request, which they might not have done without such a social influence strategy. But how can this happen as one is able to consider decisions carefully and thoughtfully? Elaboration Likelihood Model The fact is that people are neither motivated nor able to process everything attentively (Petty, Cacioppo, Strathman, & Priester, 2005). The Elaboration Likelihood Model describes two different routes of a continuum by which people can process information (Petty et al., 2005). The first is the central route which implies that a person pays careful attention to all information, relates this information to previous knowledge and carefully evaluates it. The person makes a decision or evaluation which was reached through thoughtful consideration and mental effort. This route requires that a person has the ability and the motivation to consider the decision carefully. An example where most people would follow the central route to persuasion is buying a car, which is a very expensive acquisition. Different cars have
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