Whether a question improves performance depends less on creativity and more on the audience’s emotional state. A study in the Journal of Consumer Psychology by Henrik Hagtvedt tested a small but powerful shift: framing a promotional phrase as a question versus a statement. In calm conditions, questions won big-time. Participants evaluated a pen 22.5% more favorably when it was introduced as “The pen for you?” instead of “The pen for you.” The question invited elaboration, and that added...