Enjoy!: Compliance With Assertive Language in Hedonic Contexts

Assertive language, as in “Fly with us!”(US Airways) may elevate reactance and reduce compliance. We demonstrate that hedonic context alters communication expectations for more assertive and bold language, due to elevated good mood. This in turn enhances compliance with assertive language in hedonic, but not utilitarian, contexts.


Ann Kronrod, Amir Grinstein, and Luc Wathieu (2011) ,"Enjoy!: Compliance With Assertive Language in Hedonic Contexts", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 534-535.


Ann Kronrod, MIT, USA
Amir Grinstein, Ben-Gurion University, Israel
Luc Wathieu, Georgetown University, USA


NA - Advances in Consumer Research Volume 39 | 2011

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