Premium
Promotional phrases as questions versus statements: An influence of phrase style on product evaluation
Author(s) -
Hagtvedt Henrik
Publication year - 2015
Publication title -
journal of consumer psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 4.433
H-Index - 110
eISSN - 1532-7663
pISSN - 1057-7408
DOI - 10.1016/j.jcps.2014.12.005
Subject(s) - phrase , clarity , psychology , style (visual arts) , framing (construction) , statement (logic) , differential effects , arousal , product (mathematics) , advertising , social psychology , linguistics , mathematics , medicine , philosophy , biochemistry , chemistry , geometry , archaeology , structural engineering , engineering , business , history
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.