Enjoy! Assertive Language and Consumer Compliance in (Non)Hedonic Contexts

Arbeitspapier

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.

Object Details

• Language: Englisch

References and Relationships

• Bibliographic citation: Series: ESMT Working Paper ; No. 09-007

Classification and Topics

• Classification: Management ; Consumer Protection ; Advertising
• Subject: assertive message ; consumer compliance ; hedonic consumption ; utilitarian consumption ; forceful language ; persuasion ; freedom of choice ; reactance ; Konsumentenverhalten ; Werbepsychologie ; Konsumgütermarketing ; Sprache ; Linguistik

Contributors, Places and Time

• Event: Geistige Schöpfung
• (who): Kronrod, Ann ; Grinstein, Amir ; Wathieu, Luc
• Event: Veröffentlichung
• (who): European School of Management and Technology (ESMT)
• (where): Berlin
• (when): 2009

Further information

• Handle: http://hdl.handle.net/10419/96541
• URN: urn:nbn:de:101:1-201106143639
• Last update: 10.03.2025, 11:44 AM CET