Marketing Papers
Title
Document Type
Journal Article
Date of this Version
May 1980
Abstract
"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."
Recommended Citation
Armstrong, J. S. (1980). Bafflegab Pays. Retrieved from https://repository.upenn.edu/marketing_papers/130
Date Posted: 18 June 2007
Comments
Postprint version. Published in Psychology Today, May 1980, page 12.