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...

As an increasing population identifies itself as cosmopolitan, we examine whether the cosmopolitan identity involves openness and adaptability to new environments, or instead favors maintaining a global lifestyle that persists across environments. Based on a field study of expatriates, we find...

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...