Promotional phrases as questions versus statements: An influence of phrase style on product evaluation

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.