Enjoy! Assertive Language and Consumer Compliance in (Non)Hedonic Contexts
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منابع مشابه
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...
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تاریخ انتشار 2009