TY - JOUR
T1 - Answering questions about questions
T2 - A persuasion knowledge perspective for understanding the effects of rhetorical questions
AU - Ahluwalia, Rohini
AU - Burnkrant, Robert E.
PY - 2004/6
Y1 - 2004/6
N2 - 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.
AB - 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.
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U2 - 10.1086/383421
DO - 10.1086/383421
M3 - Review article
AN - SCOPUS:4043055849
VL - 31
SP - 26
EP - 42
JO - Journal of Consumer Research
JF - Journal of Consumer Research
SN - 0093-5301
IS - 1
ER -