Inviting questions

Uzma Khan, Zakary L. Tormala

Research output: Contribution to journalArticlepeer-review

2 Scopus citations


Consumers are frequently invited to ask questions in everyday life. The current research provides an initial examination of how inviting consumers to ask questions influences their attitudes and intentions. Two experiments show that inviting questions can have a positive or negative effect depending on whether consumers actually ask them. Experiment 1 shows that merely inviting questions has a positive effect, but that this effect reverses when consumers actually ask questions. Following a similar logic, Experiment 2 shows that inviting questions has a positive effect under low involvement conditions, but a negative effect under high involvement conditions where the likelihood of generating questions is higher.

Original languageEnglish (US)
Pages (from-to)408-417
Number of pages10
JournalJournal of Consumer Psychology
Issue number3
StatePublished - Jul 2012
Externally publishedYes


  • Attitudes
  • Intentions
  • Involvement
  • Persuasion
  • Questions

ASJC Scopus subject areas

  • Applied Psychology
  • Marketing


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