Kronrod, Ann; Grinstein, Amir; Wathieu, Luc - In: Journal of Consumer Research 39 (2012) 1, pp. 51-51
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...