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.
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.
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.
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
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