臺大管理論叢第31卷第2期

123 NTU Management Review Vol. 31 No. 2 Aug. 2021 likely to be more interdependent. Given the findings that the self-framed queries are more persuasive than the othersframed counterpart for independents, it is imperative that marketers build language into message construction relating to self-reliance for greater persuasion potential. For those tending toward interdependent self-view, using others-frame is likely to be more effective. In each of the studies, participants are prompted by simulations featuring utilitarian products. Further studies should investigate a broader range of products in order to make results to be more reliably generalized. In addition, future research would be prudent to examine the moderating influence of elements such as product knowledge, and ability to recognize persuasion attempts. 5. Originality/Contribution This paper makes important contribution to current research in terms of the following three aspects. First, it expands the literature on the phrasing styles of persuasion messages that incorporate queries. Specifically, this paper explores the way persuasion is achieved by posing questions that prompts consumers to think about the correctness of past choices. Next, self-construal theory is linked to persuasion by framing queries about choices in terms of regulatory focus and self-versus others-dimensions. Results from the three studies illustrate the significance of construal fit. Finally, this paper identifies purchase uncertainty as the foundation for the influence of choice queries and self-construal, in keeping with the cognitive response approach.

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