Enjoy! Hedonic Consumption and Compliance with Assertive Messages

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When environmental messages should be assertive: examining the moderating role of effort investment (2015, methodology): “Examples of assertively phrased ads and slogans include Nike’s ‘Just Do It,’ Sprite’s ‘Obey your thirst,’ and Wendy’s ‘Do what tastes right’ (Kronrod, Grinstein, and Wathieu 2012b).”
“Wii Will Rock You!” The Use and Effect of Figurative Language in Consumer Reviews of Hedonic and Utilitarian Consumption (2013, background): “Kronrod, Grinstein, and Wathieu (2012), for example, also refer to conversation norms and language differences, demonstrating how mood creates expectations for more blunt and assertive language in communication about hedonic versus utilitarian products.”
Cutting through Content Clutter: How Speech and Image Acts Drive Consumer Sharing of Social Media Brand Messages (2019, background): “In social media contexts, for example, content marketers generally try to provide objective information, arouse consumers’ emotions, or call them to action (Kronrod, Grinstein, and Wathieu 2012; TrackMaven 2014).”
Effective destination advertising: Matching effect between advertising language and destination type (2015, methodology): “People in a positive mood tend to prefer affective language, whereas people in a negative mood tend to prefer cognitive language (Kronrod et al., 2012).”