IDEAS home Printed from
   My bibliography  Save this paper

Enjoy! Assertive language and consumer compliance in (non)hedonic contexts


  • Ann Kronrod

    (Tel-Aviv University)

  • Amir Grinstein

    (Ben-Gurion University of the Negev)

  • Luc Wathieu

    (ESMT European School of Management and Technology)


This paper is concerned with the tension between consumer persuasion and freedom of choice. We study how assertive language (as in the slogan Just do it!) affects consumer compliance in hedonic vs. utilitarian contexts. Previous literature consistently claimed that forceful language would cause reactance and decreased compliance. However, we find in four studies that assertive persuasion is effective in contexts involving hedonic goods and hedonically framed utilitarian goods. Our hypotheses emerge from sociolinguistic research and confirm the relevance of linguistic research in consumer behavior.

Suggested Citation

  • Ann Kronrod & Amir Grinstein & Luc Wathieu, 2009. "Enjoy! Assertive language and consumer compliance in (non)hedonic contexts," ESMT Research Working Papers ESMT-09-007, ESMT European School of Management and Technology.
  • Handle: RePEc:esm:wpaper:esmt-09-007

    Download full text from publisher

    File URL:
    Download Restriction: no

    More about this item


    assertive message; consumer compliance; hedonic consumption; utilitarian consumption; forceful language; persuasion; freedom of choice; reactance;

    JEL classification:

    • D18 - Microeconomics - - Household Behavior - - - Consumer Protection
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

    NEP fields

    This paper has been announced in the following NEP Reports:


    Access and download statistics


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:esm:wpaper:esmt-09-007. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (ESMT Faculty Publications). General contact details of provider: .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.