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, Brian Bullington

Journal of Consumer Research · 2007 · Volume 34 · Issue 3

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.

Keywords

Attitudes, Buyer-Seller Interaction, Motivation/Desires/Goals, Personality, Persuasion

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