Kardes, Frank R.; Fennis, Bob M.; Hirt, Edward R.; … - In: Journal of Consumer Research 34 (2007) 3, pp. 377-385
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...