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ASSERTION VERSUS INTERROGATION FORMAT IN OPINION SURVEYS QUESTIONS ENHANCE THOUGHTFUL RESPONDING |
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| Authors: | PETTY RICHARD E; RENNIER GREG A; CACIOPPO JOHN T |
| Institution: | Professor of Psychology at Ohio State University Ph.D. candidate in social psychology at the University of Missouri-Columbia Professor of Psychology at the University of Iowa |
| Abstract: | Two surveys on ostensibly new consumer products were administeredin order to assess the impact of presenting opinion items inan interrogation versus an assertion format. In addition tomanipulating the format of the opinion item, the back groundinformation about the product was varied so that it presentedeither a strong or a weak product attribute. In both surveys,opinions in response to the interrogation items were more polarizedthan those in response to the assertion items. These resultssuggest that the interrogation opinion format elicits more thoughtfulresponses than the assertion format. |
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