Promotional Phrases as Questions versus Statements: An Influence of Phrase Style on Product Evaluation

Journal of Consumer Psychology, Forthcoming

22 Pages Posted: 14 Jan 2015 Last revised: 21 Jan 2015

See all articles by Henrik Hagtvedt

Henrik Hagtvedt

Boston College - Department of Marketing

Date Written: January 8, 2015

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

Suggested Citation

Hagtvedt, Henrik, Promotional Phrases as Questions versus Statements: An Influence of Phrase Style on Product Evaluation (January 8, 2015). Journal of Consumer Psychology, Forthcoming. Available at SSRN: https://ssrn.com/abstract=2546915

Henrik Hagtvedt (Contact Author)

Boston College - Department of Marketing ( email )

Fulton Hall 450D
140 Commonwealth Ave
Chestnut Hill, MA 02467
United States

HOME PAGE: http://www.bc.edu/schools/csom/faculty/bios/hagtvedt.html

Register to save articles to
your library

Register

Paper statistics

Downloads
102
Abstract Views
471
rank
265,959
PlumX Metrics