John L. Swasy

Rhetorical Question, Summarization Frequency, and Argument Strength Effects on Recall

Summarizing rhetorical questions were used in a sales presentation for a new product. In a high involvement setting, grammatical form, summarization frequency, and argument strength were manipulated. Unlike results of past studies, rhetoricals reduced argument recall. Furthermore, using more rhetoricals paired with strong arguments decreased recall, but using more rhetoricals with weak arguments did not. Message acceptance, thought verbalization, and self-reported distraction data were consistent with our recall findings.

Knowledge Effects on Curiosity and New Product Advertising

Abstract Consumer curiosity and question responses to new product advertising are conceptualized in terms of knowledge structures and learning perspectives. Results of an exploratory study support the propositions that product knowledge affects the nature of consumer curiosity and question generation and suggest that more specific product class- and brand-related curiosities and questions enhance ad recall. Implications for new product ad development and testing are discussed.