|
|||||
|
|
Just do it! Why committed consumers react negatively to assertive ads |
|
| Authors: | Yael Zemack‐Rugar Sarah G Moore Gavan J Fitzsimons |
| Institution: | 1. University of Central Florida, College of Business Administration, Orlando, FL 32816, United States;2. Alberta School of Business, University of Alberta, Edmonton, AB T6G 2R6, Canada;3. Fuqua School of Business, Duke University, Durham, NC 27708, United States |
| Abstract: | |
| Keywords: | Advertising Consumer– brand relationships Reactance motivation Guilt Assertive language |