Persuasion Under the Radar: Effects of Question Wording on Product Evaluation

Jongmin Kim, Yale University, USA
Jing Wang, Singapore Management University, Singapore
Nathan Novemsky, Yale University, USA
Ravi Dhar, Yale University, USA
This research explores the effect of the language used in a rating task on consumer’s preferences. Consumers who rated a product during while consuming it on fancy attributes (e.g., How velvety is the wine?) liked the product more than those who rated the same product on non-fancy attributes (e.g., How smooth is the wine?). In answering a rating question, consumers seem to engage in confirmatory hypothesis testing, which biases overall evaluations. Consumers seem unaware of the persuasive impact of scale labels and therefore do not activate any resistance that would occur in response to an explicit persuasive appeal.
[ to cite ]:
Jongmin Kim, Jing Wang, Nathan Novemsky, and Ravi Dhar (2010) ,"Persuasion Under the Radar: Effects of Question Wording on Product Evaluation", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 223-226 .