Enjoy! Hedonic Consumption and Compliance with Assertive Messages

Just do it! Why committed consumers react negatively to assertive ads

“…The present work focuses on reactance to ads, specifically, assertive ads. Assertive ads direct consumers to act a certain way (e.g., “Use it regularly”, “Floss daily”, “You must conserve water!”; Dillard & Shen, 2005; Kronrod et al, 2012a, 2012b) by using verbs to give commands in a direct or imperative manner (e.g., buy, do, call, visit), creating the impression that refusal is not an option (Dillard, Wilson, Tusing, & Kinney, 1997; Grandpre et al, 2003; Kronrod et al, 2012a). Such ads are extremely common (e.g., “Just Do It!”; “Think Different.” “Save Money.…”

The Effects of Linguistic Devices on Consumer Information Processing and Persuasion: A Language Complexity × Processing Mode Framework

“…One factor that influences the effectiveness of assertive language is type of product. Assertive language enhances persuasion for hedonic products, but the reverse is true for utilitarian products (Kronrod, Grinstein, & Wathieu, ). These differential effects of product type can be explained in terms of communication expectations: Consumers expect assertive language for hedonic (but not utilitarian) products, and the congruence between expectations and outcomes increases liking and persuasion (Kim, Rao, & Lee, ).…”

“…For example, the effects of phonetic symbolism on brand name preference are maximized when the sound symbolic (Guèvremont & Grohmann, ; Lowrey & Shrum, ; Yorkston & Menon, ) or motor movement (Topolinski et al., ) connotations of the brand name are congruent with expected or preferred attributes of the product. Similarly, the positive effects of assertive language are greater when the use of assertive language is congruent with expectations regarding product category (Kronrod et al., ). Congruency effects are also observed in the use of intensive language, which is most effective for message recipients who themselves use intensive language in everyday communications (Aune & Kikuchi, ).…”

Users' adoption of mobile applications: Product type and message framing's moderating effect

“…In the online environment, accessible cues such as rating scores help buyers choose the proper transaction party or product (Shen et al, 2011). The utilitarian and hedonic values users associate with a product may be the key factors that influence consumers' purchase decision (Kronrod et al, 2012;Sloot, Verhoef, & Franses, 2005). Hedonic products with enjoyable benefits may evoke consumers' pleasureoriented consumption to pursue the entertainment value (Liu, 2006;Strahilevitz, 1999).…”

“…Although several studies in the marketing literature concern reputation (Chen & Xie, 2008), messaging strategy (Drolet, Williams, & Lau-Gesk, 2007), and product type (Feiereisen, Wong, & Broderick, 2013;Kronrod, Grinstein, & Wathieu, 2012), research on how those factors affect consumers' attitude or on the possible consequences in the smartphone-based app context is scarce. This study aims to achieve a better understanding of effective outcomes through app design and messaging strategy.…”