Promotional phrases as questions versus statements: An influence of phrase style on product evaluation†
Journal of Consumer Psychology · 2015 · Volume 25 · Issue 4
DOI: 10.1016/j.jcps.2014.12.005
Abstract
This research investigates consumer responses to simple promotional phrases styled (i.e., framed) as questions versus statements and the moderating role of arousal. Study results indicate that under low arousal, questions have a more favorable influence on product evaluation than statements do; this influence is mediated by the perceived interestingness of the phrase. Under high arousal, the influence is reversed, and it is mediated by perceived clarity. The differential influence of phrase style (framing as question vs. statement) also extends to purchase behavior among consumers in a supermarket.
Keywords
Linguistic framing, Advertising, Questions, Statements, Arousal, Product evaluation
Enable JavaScript for citation tools and additional paper interactions.