Wolves in sheep’s clothing: How and when hypothetical questions influence behavior |
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| Authors: | Sarah G. Moore David T. Neal Gavan J. Fitzsimons Baba Shiv |
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| Affiliation: | 1. Alberta School of Business, University of Alberta, Edmonton, Alberta, Canada T6G 2R6;2. SGM, 3820 McClintock Ave, Los Angeles, CA 90089, United States;3. David R. Thomas Professor of Marketing and Psychology, Duke University, Durham, NC 27708, United States;4. Sanwa Bank, Limited, Professor of Marketing, Stanford University, Stanford, CA 94305, United States |
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| Abstract: | 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. |
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| Keywords: | Hypothetical questions Accessibility Question-behavior effect |
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