Measuring the marketing effectiveness of asking versus telling
Monday, March 9, 2015 - 06:00
in Psychology & Sociology
From "Got Milk?" to "What's in your wallet?" to "Are you a Mac or a PC?" promotional phrases consisting of a simple question have proven to be quite effective, but are they more effective than a simple statement? That depends. Henrik Hagtvedt, Ph.D., a Marketing professor at the Carroll School of Management at Boston College, has just finished investigating what happens when you replace a period with a question mark, or vice versa, and how that affects whether a consumer makes a purchase.