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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)

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    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.

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    Paper provided by ESMT European School of Management and Technology in its series ESMT Research Working Papers with number ESMT-09-007.

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    Length: 24 pages
    Date of creation: 01 Dec 2009
    Date of revision:
    Publication status: Published in ESMT Homepage
    Handle: RePEc:esm:wpaper:esmt-09-007
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