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Enjoy! Assertive Language and Consumer Compliance in (Non)Hedonic Contexts
Kronrod, Ann; Grinstein, Amir; Wathieu, Luc - 2009
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...
Persistent link: https://www.econbiz.de/10010352074
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Enjoy! : assertive language and consumer compliance in (non)hedonic contexts
Kronrod, Ann; Grinstein, Amir; Wathieu, Luc - 2009
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...
Persistent link: https://www.econbiz.de/10003923892
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Go green! : should environmental messages be so assertive?
Kronrod, Ann; Grinstein, Amir; Wathieu, Luc - In: Journal of marketing 76 (2012) 1, pp. 95-102
Persistent link: https://www.econbiz.de/10009729588
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"Wii will rock you!" : the use and effect of figurative language in consumer reviews of hedonic and utilitarian consumption
Kronrod, Ann; Danziger, Shai - In: Journal of consumer research : JCR ; an … 40 (2013/14) 4, pp. 726-739
Persistent link: https://www.econbiz.de/10010226721
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Enjoy! : hedonic consumption and compliance with assertive messages
Kronrod, Ann; Grinstein, Amir; Wathieu, Luc - In: Journal of consumer research : JCR ; an … 39 (2012/13) 1, pp. 51-61
Persistent link: https://www.econbiz.de/10009563556
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The strength of weak-tie consensus language
Lee, Jeffrey K.; Kronrod, Ann - In: Journal of marketing research 57 (2020) 2, pp. 353-374
Persistent link: https://www.econbiz.de/10012180588
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Enjoy! Assertive Language and Consumer Compliance in (Non)Hedonic Contexts
Kronrod, Ann; Grinstein, Amir; Wathieu, Luc - 2012
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...
Persistent link: https://www.econbiz.de/10014199889
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COVID-19 is feminine : grammatical gender influences danger perceptions and precautionary behavioral intentions by activating gender stereotypes
Mecit, Alican; Shrum, L. J.; Lowrey, Tina M. - In: Journal of consumer psychology : JCP ; the official … 32 (2022) 2, pp. 316-325
Persistent link: https://www.econbiz.de/10013177937
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The aesthetics of brand name design : form, fit, fluency, and phonetics
Roche, Sarah; Shrum, L. J.; Lowrey, Tina M. - In: The psychology of design : creating consumer appeal ; …, (pp. 180-196). 2016
Persistent link: https://www.econbiz.de/10011593197
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The effects of linguistic devices on consumer information processing and persuasion : a language complexity × processing mode framework
Pogacar, Ruth; Shrum, L. J.; Lowrey, Tina M. - 2018
Persistent link: https://www.econbiz.de/10012115811