The Role of the Need for Cognitive Closure in the Effectiveness of the Disrupt-Then-Reframe Influence Technique

Frank R. Kardes, Bob M. Fennis, Edward R. Hirt, Zakary L. Tormala and Brian Bullington

Journal of Consumer Research, 2007, vol. 34, issue 3, 377-385

Abstract: 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..

Date: 2007
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Persistent link: https://EconPapers.repec.org/RePEc:oup:jconrs:v:34:y:2007:i:3:p:377-385

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