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
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