Social cognition researchers are also interested in the regulation of activated schemas. It is believed that the situational activation of schemas is automatic, meaning that it is outside individual conscious control. In many situations however, the schematic information that has been activated may be in conflict with the social norms of the situation in which case an individual is motivated to inhibit the influence of the schematic information on their thinking and social behavior. Whether a person will successfully regulate the application of the activated schemas is dependent on individual differences in self-regulatory ability and the presence of situational impairments to executive control. High self-regulatory ability and the lack of situational impairments on executive functioning increase the likelihood that individuals will successfully inhibit the influence of automatically activated schemas on their thinking and social behavior. When people stop suppressing the influence of the unwanted thoughts, a rebound effect can occur where the thought becomes hyper-accessible.