Queries about choices inviting recipients to reflect on purchase decisions are widely used in advertising. This study adopts purchase uncertainty as a foundation for evaluating how promotional messages designed as choice queries could predispose responses by individuals identifying as either an independent or interdependent self-view. The results of three experiments show that independents are more readily persuaded by queries phrased in abstract rather than concrete terms, while the reverse occurs for interdependents; purchase uncertainty mediates the results. Furthermore, when physical risk is high, a choice query represented at a low level of construal stimulates greater purchase uncertainty and more favorable product evaluation, regardless of the type of self-construal. Expanding knowledge of how query performs in promotional communication will aid in better message structuring for advertisements and meeting more goals for persuasion.

中文翻译：

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使用选择查询说服具有不同自我解释的消费者：作为中介的购买不确定性

关于邀请接受者反思购买决定的选择的查询在广告中被广泛使用。本研究采用购买不确定性作为评估设计为选择查询的促销信息如何使个人识别为独立或相互依赖的自我观点的反应的基础。三个实验的结果表明，独立的人更容易被抽象而非具体的问题所说服，而相互依赖的人则相反；购买不确定性调节结果。此外，当身体风险较高时，以低水平解释表示的选择查询会刺激更大的购买不确定性和更有利的产品评估，而不管自我解释的类型如何。