Interpersonal Communication and Compliance

Communication Research - Tập 33 Số 2 - Trang 136-151 - 2006
Bob M. Fennis1,2, Enny Das3, Adriaan T.H. Pruyn2
1SOM Marketing
2University of Twente, Enschede, Netherlands
3Vrije Universiteit Amsterdam, Netherlands

Tóm tắt

Two field experiments examined the impact of the Disrupt-Then-Reframe (DTR) technique on compliance. This recently identified technique consists of a subtle, odd element in a typical scripted request (the disruption) followed by a persuasive phrase (the reframing). The authors argued that its impact is generalizable across interpersonal influence situations. In addition, based on the thought-disruption hypothesis, the authors expected that disrupting the sales script not only increases the impact of the new reframing but also increases the effectiveness of other persuasive elements embedded in the influence setting. Study 1 showed that the DTR technique fostered compliance with both commercial and nonprofit sales scripts. The results of Study 2 replicated this finding and were in line with the thought-disruption hypothesis: A familiar brand embedded in a DTR context resulted in more compliance (higher purchase rates) than when paired with a regular sales script.

Từ khóa


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Communication Research

Tập 33 Số 2

136-151

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