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When brands play hard to get: why you’re drawn to products that neg you

We call this “dissuasive framing.” Instead of saying a product is perfect for everyone, a company is up front about who it might not be for.

Jaclyn L. Tanenbaum

‘If you don’t like dark roast, this isn’t the coffee for you’: How exclusionary ads can win over the right customers

By openly saying, ‘This isn’t for you,’ brands signal focus and specificity. That helps the right customers feel a stronger connection.

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Jaclyn L. Tanenbaum