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Promotional phrases as questions versus statements: An influence of phrase style on product evaluation
Ist Teil von
Journal of consumer psychology, 2015-10, Vol.25 (4), p.635-641
Ort / Verlag
Elsevier Inc
Erscheinungsjahr
2015
Link zum Volltext
Quelle
Wiley Online Library
Beschreibungen/Notizen
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.