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- Title
The Role of the Need for Cognitive Closure in the Effectiveness of the Disrupt-Then-Reframe Influence Technique.
- Authors
KARDES, FRANK R.; FENNIS, BOB M.; HIRT, EDWARD R.; TORMALA, ZAKARY L.; BULLINGTON, BRIAN
- Abstract
The disrupt-then-reframe (DTR) influence technique involves confusing consumers with a disruptive message and then reducing ambiguity by reframing the message. Experiment 1 shows that the DTR technique increases retail sales in a supermarket setting. Experiment 2 shows that the DTR technique increases the willingness to pay to join a student interest group. Experiment 3 shows that the DTR technique increases student support for a tuition increase. The results also show that the DTR effect increases as the need for closure increases and that disruption motivates consumers to embrace a reframed message that facilitates closure by reducing ambiguity.
- Subjects
CONSUMER research; SELLING; CORRUPT practices in marketing; INFLUENCE; PERSUASION (Psychology); CONSUMER behavior; AMBIGUITY; PHYSIOLOGY
- Publication
Journal of Consumer Research, 2007, Vol 34, Issue 3, p377
- ISSN
0093-5301
- Publication type
Article
- DOI
10.1086/518541