Buy Now! How Brand Relationships Influence Consumer Responses to Imperative Advertising

Sarah Moore, University of Alberta, Canada
Yael Zemack-Rugar, Virginia Tech, USA
Gavan J. Fitzsimons, Duke University, USA
Ads containing imperative language (e.g., “Buy now!”) often elicit reactance and negative responses from consumers. We examine when, why, and how brand-relationship type moderates this effect. Consumers dislike imperative ads from committed, but not uncommitted, brand partners because restrictions from committed partners are viewed as meaningful threats to freedom.
[ to cite ]:
Sarah Moore, Yael Zemack-Rugar, and Gavan J. Fitzsimons (2014) ,"Buy Now! How Brand Relationships Influence Consumer Responses to Imperative Advertising", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 136-140.