Effects of Confusion on Resistance to Persuasion

Authors

Helene Deval, Dalhousie University
Bruce E. Pfeiffer, University of New HampshireFollow
Frank R. Kardes, University of Cincinnati

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

Recommended 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 .