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• W1550173186 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." @default.
• W1550173186 created "2016-06-24" @default.
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• W1550173186 date "2009-01-01" @default.
• W1550173186 modified "2023-09-28" @default.
• W1550173186 title "Enjoy! Assertive Language and Consumer Compliance in (Non)Hedonic Contexts" @default.
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• W1550173186 doi "https://doi.org/10.2139/ssrn.1523259" @default.
• W1550173186 hasPublicationYear "2009" @default.
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