Disrupt-Then-Reframe is in the Air: A French Replication and Refinement

Abstract

Initiated by Davis and Knowles (1999), the-disrupt-then-reframe technique is based on the linking of two moments in time. First of all, slipping an unexpected element into a communication situation that is likely to provoke a disruption in communication. Once this disruption has been achieved, proposing a target behaviour by insisting on the benefit that the individual could derive from it. We wanted to verify that this technique, effective in American, Dutch, and Polish contexts and naturally dependent on the culture of individuals and the communication norms which prevail there, could be effective in a French context. In accordance with the literature, our results show that when the two phases of the technique are linked, a greater persuasive effect is observed. A theoretically interesting way to interpret the effectiveness of the technique is proposed.