HUNTSVILLE, Ala., March 24 -- The University of Alabama in Huntsville issued the following news release:
In a crowded digital marketplace where brands compete for attention across social media, search engines and streaming platforms, one marketing strategy may seem counterintuitive: telling some consumers, "This isn't for you." Yet that approach, known as "dissuasive framing," is at the heart of research led by Dr. Karen Anne Wallach, a professor in UAH's College of Business, part of The University of Alabama System. Her study, published in the Journal of Consumer Research, shows that by clearly defining who a product is not intended for, brands can increase engagement, build trust and make the right consumers feel a stronger connection to...