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- Title
Answering Questions about Questions: A Persuasion Knowledge Perspective for Understanding the Effects of Rhetorical Questions.
- Authors
Ahluwalia, Rohini; Burnkrant, Robert E.
- Abstract
Past research is not clear on the process by which rhetorical questions influence persuasion (i.e., increased focus on message arguments vs. on the persuasion agent). Based on recent theories of persuasion knowledge and rhetorical figures in advertising, our model delineates conditions under which rhetoricals are likely to enhance argument elaboration (low salience of the rhetorical) and those under which they are likely to direct attention on the message source (high salience of the rhetorical format). Two experiments support the model and suggest that salience of rhetorical figures has the potential to influence not only the direction of message processing but also the effectiveness of various ad executions.
- Subjects
PERSUASION (Psychology); RHETORIC &; psychology; MARKETING strategy; ADVERTISING effectiveness; ADVERTISING &; psychology; CONSUMER research; MOTIVATION research (Marketing); MARKETING research; PRODUCT management; THEORY of knowledge
- Publication
Journal of Consumer Research, 2004, Vol 31, Issue 1, p26
- ISSN
0093-5301
- Publication type
Article
- DOI
10.1086/383421