Armstrong, J. Scott2023-05-222023-05-221980-05-012007-06-13https://repository.upenn.edu/handle/20.500.14332/39285"If you can't convince them, confuse them." Simply put, this is the advice that J. Scott Armstrong, a marketing professor at the Wharton School, coolly gives his fellow academics these days. It is based on his studies confirming what he calls the Dr. Fox hypothesis: "An unintelligible communication from a legitimate source in the recipient's area of expertise will increase the recipient's rating of the author's competence."Article