Effects of Confusion on Resistance to Persuasion

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.



Citation:

Hélène Deval, Bruce Pfeiffer, and Frank R. Kardes (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 .

Authors

Hélène Deval, University of Cincinnati, USA
Bruce Pfeiffer, University of New Hampshire, USA
Frank R. Kardes, University of Cincinnati, USA



Volume

NA - Advances in Consumer Research Volume 37 | 2010



Share Proceeding

Featured papers

See More

Featured

M11. Motivated to Be Moral: The Effect of Nostalgia on Consumers’ Recycling Behavior

Xiadan Zhang, Renmin University of China
Xiushuang Gong, Jiangnan University
Jing Jiang, Renmin University of China

Read More

Featured

C9. Filling the Expectations: How Packaging Sustainability Influences Consumers' Inference of Product Attributes

Olga Lavrusheva, Aalto University, Finland
Alexei Gloukhovtsev, Aalto University, Finland
Kristina Wittkowski, Aalto University, Finland
Tomas Falk, Aalto University, Finland
Pekka Mattila, Aalto University, Finland

Read More

Featured

Doing Worse but Feeling Better: Consequences of Collective Choice

Nuno Jose Lopes, University of Navarra
Elena Reutskaja, IESE Business School

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.