The Role of the Need for Cognitive Closure in the Effectiveness of the Disrupt-Then-Reframe Influence Technique
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. (c) 2007 by JOURNAL OF CONSUMER RESEARCH, Inc..
Year of publication: |
2007
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Authors: | Kardes, Frank R. ; Fennis, Bob M. ; Hirt, Edward R. ; Tormala, Zakary L. ; Bullington, Brian |
Published in: |
Journal of Consumer Research. - University of Chicago Press. - Vol. 34.2007, 3, p. 377-385
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Publisher: |
University of Chicago Press |
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