Answering questions about questions: A persuasion knowledge perspective for understanding the effects of rhetorical questions

Rohini Ahluwalia, Robert E. Burnkrant

Research output: Contribution to journalReview articlepeer-review

96 Scopus citations

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.

Original languageEnglish (US)
Pages (from-to)26-42
Number of pages17
JournalJournal of Consumer Research
Volume31
Issue number1
DOIs
StatePublished - Jun 2004

Fingerprint Dive into the research topics of 'Answering questions about questions: A persuasion knowledge perspective for understanding the effects of rhetorical questions'. Together they form a unique fingerprint.

Cite this