Wolves in sheep’s clothing: How and when hypothetical questions influence behavior

How and when does responding to hypothetical questions shape future judgment and behavior? We identify knowledge accessibility as an implicit process through which hypothetical questions influence individuals, and examine moderators of accessibility that determine when these effects obtain. In an initial study, we show that hypothetical questions increase the accessibility of the specific positive or negative knowledge referenced by the question. In five subsequent studies, we manipulate factors known to enhance (consistency, elaboration) and attenuate (awareness, delay) accessibility, and show that these factors moderate the influence of hypothetical questions on individuals’ voting choices, legal decision-making, and consumption behavior.

► We examine how and when hypothetical questions influence judgment and behavior.
► Hypotheticals increase the accessibility of the positive or negative information in the question.
► Thus, hypotheticals influence behavior according to the valence of the question.
► Hypotheticals exert a stronger influence when they are consistent with existing knowledge.
► Hypotheticals exert a weaker influence when individuals are aware of their impact.