Date of this Version
"If you can't convince them, confuse them." Simply put, this is the advice that J. Scott Armstrong, a marketing professor at the Wharton School, coolly gives his fellow academics these days. It is based on his studies confirming what he calls the Dr. Fox hypothesis: "An unintelligible communication from a legitimate source in the recipient's area of expertise will increase the recipient's rating of the author's competence."
Armstrong, J. S. (1980). Bafflegab Pays. Retrieved from http://repository.upenn.edu/marketing_papers/130
Date Posted: 18 June 2007