Effects of Confusion on Resistance to Persuasion

Hélène Deval, University of Cincinnati, USA
Bruce Pfeiffer, University of New Hampshire, USA
Frank R. Kardes, University of Cincinnati, USA
Edward R. Hirt, Samuel C. Karpen, Bob Fennis, Indiana University, Bloomington, USA; Indiana University, Bloomington, USA; Utrecht University, the Netherlands
The disrupt-then-reframe (DTR) technique (Davis and Knowles 1999) uses a subtle disruption followed by an immediate reframing to increase compliance. Similarly, Ward and Brenner (2006) found that acknowledging a negative quality can result in less negative evaluations of the quality. In two experiments, we investigate possible extensions and boundary conditions related to this research. Experiment 1 extends the DTR effect into a new, non-monetary marketing related domain (technical jargon). Experiment 2 demonstrates the effectiveness of negative acknowledgement in reducing negative perceptions while increasing overall product evaluation, but only for individuals who are high in need for structure.
[ to cite ]:
Hélène Deval, Bruce Pfeiffer, Frank R. Kardes, and Edward R. Hirt, Samuel C. Karpen, Bob Fennis (2010) ,"Effects of Confusion on Resistance to Persuasion", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 543-544 .