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Volume

41

Issue

5

Abstract

This article presents a five-step writing tool, called "transformative explanation," that provides a proven mechanism to promote acceptance of hard-to-understand concepts. When Extension messages present counterintuitive information, message consumers are psychologically motivated to reject the proposition and retain previous understandings. Because gaining perceptual compliance is often a prerequisite to other communication objectives, transformative explanations provide an important tool for message designers.

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