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

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

Research output: Contribution to journalArticleAcademicpeer-review

41 Citations (Scopus)


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.
Original languageUndefined
Pages (from-to)377-385
JournalJournal of consumer research
Issue number3
Publication statusPublished - 2007


  • METIS-243038
  • IR-58592

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