UAH Professor’s Research Challenges Traditional Marketing Strategies

UAH Professor’s Research Challenges Traditional Marketing Strategies

In a crowded digital marketplace where brands compete for attention across social media, search engines and streaming platforms, one marketing approach may appear counterintuitive: telling some consumers, “This isn’t for you.” Known as “dissuasive framing,” the strategy is central to research led by Dr. Karen Anne Wallach, a professor in UAH’s College of Business. Her study, published in the Journal of Consumer Research, finds that clearly defin…