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Abstract

This research reports the results of a study in which pre-questions and post-questions are employed in a radio commercial. Responses of subjects exposed to questions are compared to responses of other subjects exposed to content equivalent statements. Also manipulated in this research is the length of a pause after commercial arguments. Post-questions were found to be more effective in facilitating information processing than post-statements. However, pre-questions and combined (both pre- and post-) questions were not more effective than pre-statements and combined statements respectively. Further, the length of the pause did not affect outcomes. Results are discussed in terms of the conditions under which questions may and may not be expected to increase message processing. Different theoretical views are presented in explaining the pattern of results observed.