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Communication Research, Vol. 33, No. 2, 136-151 (2006)
DOI: 10.1177/0093650205285367

Interpersonal Communication and Compliance

The Disrupt-Then-Reframe Technique in Dyadic Influence Settings

Bob M. Fennis

University of Twente, Enschede, Netherlands, b.m.fennis{at}utwente.nl

Enny Das

Vrije Universiteit, Amsterdam, Netherlands

Ad Th.H. Pruyn

University of Twente, Enschede, Netherlands

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.

Key Words: social influence • compliance • interpersonal communication • persuasive communication


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