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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Gordon, J. C. (2003). Transformative Explanations: Writing to Overcome Counterintuitive Ideas. The Journal of Extension, 41(5), Article 18. https://tigerprints.clemson.edu/joe/vol41/iss5/18