Chapter 1 - Universiteit Twente

General Discussion
immediate ‘return on investment’ as is the case with commercial requests. Fundraisers,
marketers, and other influence agents have perfected the art of gaining compliance
from consumers they have never met before and may well never encounter again.
How they do it has been a decades-long mystery at which behavioral scientists have
been cracking away. Our research reveals that one key feature of effective influence
tactics is the wearing down of self-regulatory resources that would otherwise be put
toward resistance. However, we should also be comforted by the present research that
under the right circumstances, consumers are still proficient in defending themselves.
Although far from solving the puzzle, it surely is advantageous in this era of influence
attempts to have even one more piece put into place.
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