Enjoy! Hedonic Consumption and Compliance with Assertive Messages

Enjoy! Hedonic Consumption and Compliance with Assertive Messages

This paper examines the persuasiveness of assertive language (as in Nike’s slogan “Just do it”) as compared to nonassertive language (as in Microsoft’s slogan “Where do you want to go today?”). Previous research implies that assertive language should reduce consumer compliance. Two experiments show that assertiveness is more effective in communications involving hedonic products, as well as hed...

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

Text messages could hasten tuberculosis drug compliance.

The treatment for tuberculosis is a combination of strong antibiotics that must be taken daily for at least 6 months. But side-effects, such as nausea and heartburn, dissuade some patients from sticking with the treatment. Other patients endure the side-effects only to drop the medication once they feel better 1 or 2 months into the regimen. The Stop TB Partnership reports that on average 5% of...

Interrupted Consumption: Disrupting Adaptation to Hedonic Experiences

Modeling Hedonic Consumption Behaviors in Online Shopping

Increasingly, researchers have acknowledged that consumption activities involve hedonic components. Hedonic consumption relates to affective consumer behaviors in that it deals with the emotive and multisensory aspects of the consumption experience. Because the online shopping environment is characterized by the existence of an IT-enabled web interface that acts as the focal point of contact be...