Featured Research

from universities, journals, and other organizations

Confuse Your Customer, Then Explain It Simply: They Buy It

Date:
September 13, 2007
Source:
University of Chicago Press Journals
Summary:
An article in the Journal of Consumer Research examines the effectiveness of a new confusion-based sales technique called "disrupt-then-reframe." The researchers found that by presenting a confusing sales pitch to consumers and then restating the pitch in a more familiar way, they were able to increase sales of a candy bar in a supermarket, increase students' willingness to pay to join a student interest group, and increase students' acceptance of a tuition increase.

An important article from the October issue of the Journal of Consumer Research examines the effectiveness of a new confusion-based sales technique called "disrupt-then-reframe."

The researchers found that by presenting a confusing sales pitch to consumers and then restating the pitch in a more familiar way, they were able to increase sales of a candy bar in a supermarket, increase students' willingness to pay to join a student interest group, and increase students' acceptance of a tuition increase.

"Although encounters between commercial sales representatives and consumers are one of the more common types of interpersonal interactions found in everyday life, relatively little research has been conducted on interpersonal influence attempts applied to commercial settings," write Frank R. Kardes (University of Cincinnati), Bob M. Fennis (University of Twente, the Netherlands), Edward R. Hirt, Zakary L. Tormala, and Brian Bullington (all of the University of Indiana).

Consumers in the study were confused with an unusual monetary request (e.g., 100 cents for a candy bar, 300 cents to join a student interest group, or 7500 cents for a tuition increase). However, the researchers found that a confusing sales pitch alone -- such as one utilizing technical jargon, confusing terminology, or large and confusing product assortments -- does not lead to greater consumer interest.

Rather, it increases the "need for cognitive closure"; consumers will grasp for easy-to-process or unambiguous information that has direct and obvious implications for judgment and behavior.

Furthermore, the researchers found that this need for cognitive closure will cause particularly susceptible consumers to "freeze" their judgments, that is, hold them with a high degree of confidence and refrain from considering additional evidence that could potentially threaten closure.

"Most of the prior research that has been conducted on sales pitches has focused on alpha strategies, or strategies for increasing persuasion," the researchers explain. "Our research suggests that more research should focus on omega strategies, or strategies for reducing resistance to persuasion."

Reference: Frank R. Kardes, Bob M. Fennis, Edward R. Hirt, Zakary L. Tormala, and Brian Bullington, "The Role of the Need for Cognitive Closure in the Effectiveness of the Disrupt-the-Reframe Influence Technique." Journal of Consumer Research: October 2007.


Story Source:

The above story is based on materials provided by University of Chicago Press Journals. Note: Materials may be edited for content and length.


Cite This Page:

University of Chicago Press Journals. "Confuse Your Customer, Then Explain It Simply: They Buy It." ScienceDaily. ScienceDaily, 13 September 2007. <www.sciencedaily.com/releases/2007/09/070912124017.htm>.
University of Chicago Press Journals. (2007, September 13). Confuse Your Customer, Then Explain It Simply: They Buy It. ScienceDaily. Retrieved April 17, 2014 from www.sciencedaily.com/releases/2007/09/070912124017.htm
University of Chicago Press Journals. "Confuse Your Customer, Then Explain It Simply: They Buy It." ScienceDaily. www.sciencedaily.com/releases/2007/09/070912124017.htm (accessed April 17, 2014).

Share This



More Mind & Brain News

Thursday, April 17, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Are School Dress Codes Too Strict?

Are School Dress Codes Too Strict?

AP (Apr. 16, 2014) Pushing the limits on style and self-expression is a rite of passage for teens and even younger kids. How far should schools go with their dress codes? The courts have sided with schools in an era when school safety is paramount. (April 16) Video provided by AP
Powered by NewsLook.com
Could Even Casual Marijuana Use Alter Your Brain?

Could Even Casual Marijuana Use Alter Your Brain?

Newsy (Apr. 16, 2014) A new study conducted by researchers at Northwestern and Harvard suggests even casual marijuana use can alter your brain. Video provided by Newsy
Powered by NewsLook.com
Couples Who Sleep Less Than An Inch Apart Might Be Happiest

Couples Who Sleep Less Than An Inch Apart Might Be Happiest

Newsy (Apr. 16, 2014) A new study by British researchers suggests couples' sleeping positions might reflect their happiness. Video provided by Newsy
Powered by NewsLook.com
Cognitive Function: Is It All Downhill From Age 24?

Cognitive Function: Is It All Downhill From Age 24?

Newsy (Apr. 15, 2014) A new study out of Canada says cognitive motor performance begins deteriorating around age 24. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:
from the past week

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins