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Inaugural lecture: On resisting and yielding to temptation

31 May 2012

The inaugural lecture of Prof.dr. Bob Fennis on 5 June is about resisting and yielding to temptation. He will discuss influence and persuasion in the consumer sphere.

Bob Fennis
Bob Fennis

We are all frequently approached and sometimes harassed by advertisers, fundraisers, and sales-representatives attempting to seduce us to yield to temptations and get us to say “yes” to their offer. Frequently, they are successful in their attempts, but occasionally we are able to ward-off an unwanted persuasive attack.

  • How do we navigate in this environment?
  • How do we run the daily gauntlet of consumption temptations and selling traps that we are exposed to in the consumer sphere?
  • When are we persuaded?
  • How can we explain that these influence attempts are frequently able to feed the flame of desire?
  • And under what conditions are we able to resist an unwanted persuasive attack?

These are the questions professor Fennis will highlight in his inaugural lecture. He will discuss key findings from the program of research on influence and persuasion in consumer influence settings and will emphasize the pivotal role that consumer self-regulation plays in this process.

Yielding to influence attempts

Fennis will highlight results that show that failures at such self-regulation can foster yielding to influence attempts and that active self-regulation may sometimes be required to resist being influenced. Conversely, research results also show that impaired self-regulation still offers possibilities for resistance of unwanted persuasive communications and that active self-regulation sometimes produces mindful susceptibility to influence and persuasion. Fennis will also discuss implications of these findings for consumer wellbeing and empowerment and will give a brief outline of his research agenda for the coming years.


Inaugural lecture: prof. B.M. Fennis, 16.15H, Aula Academiegebouw, Broerstraat 5, Groningen

Title: On resisting and yielding to temptation: influence and persuasion in the consumer sphere

Leeropdracht: Consumentengedrag/consumer behavior

Last modified:07 February 2018 4.09 p.m.

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