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Enjoy! Hedonic Consumption and Compliance with Assertive Messages

Author

Listed:
  • Ann Kronrod
  • Amir Grinstein
  • Luc Wathieu

Abstract

This paper examines the persuasiveness of assertive language (as in Nike's slogan "Just do it") as compared to nonassertive language (as in Microsoft's slogan "Where do you want to go today?"). Previous research implies that assertive language should reduce consumer compliance. Two experiments show that assertiveness is more effective in communications involving hedonic products, as well as hedonically advertised utilitarian products. This prediction builds on sociolinguistic research addressing relationships between mood, communication expectations, and compliance to requests. A third experiment reaffirms the role of linguistic expectations by showing that an unknown product advertised using assertive language is more likely to be perceived as hedonic.

Suggested Citation

  • Ann Kronrod & Amir Grinstein & Luc Wathieu, 2012. "Enjoy! Hedonic Consumption and Compliance with Assertive Messages," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 39(1), pages 51-61.
    • Handle: RePEc:oup:jconrs:doi:10.1086/661933
    DOI: 10.1086/661933
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    Cited by:

    1. Aparna Sundar & Edita S. Cao, 2020. "Punishing Politeness: The Role of Language in Promoting Brand Trust," Journal of Business Ethics, Springer, vol. 164(1), pages 39-60, June.
    2. Meena, Rahul & Sarabhai, Samar, 2023. "Extrinsic and intrinsic motivators for usage continuance of hedonic mobile apps," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    3. Cheryl Nakata & Elif Izberk-Bilgin & Lisa Sharp & Jelena Spanjol & Anna Shaojie Cui & Stephanie Y. Crawford & Yazhen Xiao, 2019. "Chronic illness medication compliance: a liminal and contextual consumer journey," Journal of the Academy of Marketing Science, Springer, vol. 47(2), pages 192-215, March.
    4. Gretry, Anaïs & Horváth, Csilla & Belei, Nina & van Riel, Allard C.R., 2017. "“Don't pretend to be my friend!” When an informal brand communication style backfires on social media," Journal of Business Research, Elsevier, vol. 74(C), pages 77-89.
    5. Luo, Anqi & Ye, Tian & Xue, Xunyue & Mattila, Anna S., 2021. "Appreciation vs. apology: When and why does face covering requirement increase revisit intention?," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    6. Li, Meichan & Wang, Rui, 2023. "Chatbots in e-commerce: The effect of chatbot language style on customers’ continuance usage intention and attitude toward brand," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    7. Garrido-Morgado, Álvaro & González-Benito, Óscar & Martos-Partal, Mercedes & Campo, Katia, 2021. "Which Products are More Responsive to In-Store Displays: Utilitarian or Hedonic?," Journal of Retailing, Elsevier, vol. 97(3), pages 477-491.
    8. Pezzuti, Todd & Leonhardt, James M. & Warren, Caleb, 2021. "Certainty in Language Increases Consumer Engagement on Social Media," Journal of Interactive Marketing, Elsevier, vol. 53(C), pages 32-46.
    9. Shen, George Chung-Chi, 2015. "Users' adoption of mobile applications: Product type and message framing's moderating effect," Journal of Business Research, Elsevier, vol. 68(11), pages 2317-2321.
    10. Xiaobei Liang & Xiaojuan Hu & Jiang Jiang, 2020. "Research on the Effects of Information Description on Crowdfunding Success within a Sustainable Economy—The Perspective of Information Communication," Sustainability, MDPI, vol. 12(2), pages 1-36, January.
    11. Jifeng Mu & Jonathan Zhang & Abhishek Borah & Jiayin Qi, 2022. "Creative Appeals in Firm-Generated Content and Product Performance," Information Systems Research, INFORMS, vol. 33(1), pages 18-42, March.
    12. Byun, Jaemun & Jang, SooCheong (Shawn), 2015. "Effective destination advertising: Matching effect between advertising language and destination type," Tourism Management, Elsevier, vol. 50(C), pages 31-40.
    13. Marius Johnen & Oliver Schnittka, 2019. "When pushing back is good: the effectiveness of brand responses to social media complaints," Journal of the Academy of Marketing Science, Springer, vol. 47(5), pages 858-878, September.
    14. Lagazio, Corrado & Querci, Francesca, 2018. "Exploring the multi-sided nature of crowdfunding campaign success," Journal of Business Research, Elsevier, vol. 90(C), pages 318-324.

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