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

Author

Listed:
  • Frank R. Kardes
  • Bob M. Fennis
  • Edward R. Hirt
  • Zakary L. Tormala
  • Brian Bullington

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..

Suggested Citation

  • Frank R. Kardes & Bob M. Fennis & Edward R. Hirt & Zakary L. Tormala & Brian Bullington, 2007. "The Role of the Need for Cognitive Closure in the Effectiveness of the Disrupt-Then-Reframe Influence Technique," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(3), pages 377-385, May.
    • Handle: RePEc:oup:jconrs:v:34:y:2007:i:3:p:377-385
    DOI: 10.1086/518541
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    Cited by:

    1. Ashwani Monga & Haipeng (Allan) Chen & Michael Tsiros & Mona Srivastava, 2012. "How buyers forecast: Buyer–seller relationship as a boundary condition of the impact bias," Marketing Letters, Springer, vol. 23(1), pages 31-45, March.
    2. Paul R. Steffens & Clinton S. Weeks & Per Davidsson & Lauren Isaak, 2014. "Shouting from the Ivory Tower: A Marketing Approach to Improve Communication of Academic Research to Entrepreneurs," Entrepreneurship Theory and Practice, , vol. 38(2), pages 399-426, March.
    3. Isabel Riquelme & Sergio Román, 2014. "The Influence of Consumers’ Cognitive and Psychographic Traits on Perceived Deception: A Comparison Between Online and Offline Retailing Contexts," Journal of Business Ethics, Springer, vol. 119(3), pages 405-422, February.
    4. Barsyte, Justina & Fennis, Bob M., 2023. "When innovation backfires: Preference for predictability moderates the spillover of functional food ambivalence to the entire parent category," Journal of Business Research, Elsevier, vol. 158(C).
    5. Strong, Carolyn A. & Martin, Brett A.S. & Jin, Hyun Seung & Greer, Dominique & O'Connor, Peter, 2019. "Why do consumers research their ancestry? Do self-uncertainty and the need for closure influence consumer's involvement in ancestral products?," Journal of Business Research, Elsevier, vol. 99(C), pages 332-337.
    6. Cho, Yoon-Na & Taylor, Charles R., 2020. "The role of ambiguity and skepticism in the effectiveness of sustainability labeling," Journal of Business Research, Elsevier, vol. 120(C), pages 379-388.

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