Effects of Confusion on Resistance to Persuasion

Abstract

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.

Department

Marketing

Publication Date

1-1-2010

Journal Title

NA - Advances in Consumer Research

Publisher

The Association for Consumer Research

Document Type

Conference Proceeding

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