Inviting questions
研究邀请消费者提问如何影响其态度和意图，发现效果取决于消费者是否真的提问：仅邀请有正面作用，但实际提问后效果反转。
Abstract 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.