Original paper
Just do it! Why committed consumers react negatively to assertive ads
Abstract
Research shows that assertive ads, which direct consumers to take specific actions (e.g., Visit us; Just do it!), are ineffective due to reactance. However, such ads remain prevalent. We reexamine assertive ads, showing that their effectiveness depends on consumers' relationship with the advertising brand. Across studies, we compare committed and uncommitted consumers' reactions to assertive ads. We find that because committed (vs. uncommitted)...
Paper Details
Title
Just do it! Why committed consumers react negatively to assertive ads
Published Date
Jan 28, 2017
Volume
27
Issue
3
Pages
287 - 301
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History