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

Author

Listed:
  • Ann Kronrod

    (Tel-Aviv University)

  • Amir Grinstein

    (Ben-Gurion University of the Negev)

  • Luc Wathieu

    (ESMT European School of Management and Technology)

Abstract

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
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    Keywords

    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

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