Nerd Alert: You Won't Like This Episode

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob explore how telling people a product isn't for them can boost interest among the right audience. They discuss why exclusion signals expertise and how persuasive framing builds stronger connections with core customers than traditional persuasive messaging.

Topics covered:

• [01:00] "This Article is Not for Everyone: The Impact of Persuasive Framing on Consumer Response to Product Messages"
• [02:00] Examples of brands using exclusionary messaging
• [04:00] Why persuasive ads outperform persuasive ads
• [05:00] Target specificity and specialized positioning
• [06:00] The steakhouse billboard and flexing for your audience
• [07:00] Marketing takeaways: filtering builds credibility

To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.


Resources:
Wallach, K. A., Blair, S., & Tanenbaum, J. L. (2025). This article is not for everyone: The impact of dissuasive framing on consumer response to product messages. Journal of Consumer Research. Advance online publication. https://doi.org/10.1093/jcr/ucaf034


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