Ann Kronrod

Tel Aviv University

Ramat Aviv

Tel-Aviv, 6997801

Israel

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Enjoy! Assertive Language and Consumer Compliance in (Non)Hedonic Contexts

ESMT Working Paper No. 09-007
Number of pages: 24 Posted: 14 Dec 2009
Ann Kronrod, Amir Grinstein and Luc Wathieu
Tel Aviv University, Ben-Gurion University of the Negev - School of Management and Georgetown University McDonough School of Business
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Abstract:

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assertive message, consumer compliance, hedonic consumption, utilitarian consumption, forceful language, persuasion, freedom of choice, reactance