Enjoy! Assertive language and consumer compliance in (non)hedonic contexts
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Keywordsassertive message; consumer compliance; hedonic consumption; utilitarian consumption; forceful language; persuasion; freedom of choice; reactance;
- D18 - Microeconomics - - Household Behavior - - - Consumer Protection
- M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
NEP fieldsThis paper has been announced in the following NEP Reports:
- NEP-ALL-2010-01-10 (All new papers)
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