Use "Must Buy" With Caution:the Effects Of Assertive Ads On Ad Liking And Purchase Intention

Assertive ads are widely used both online and offine,which directly ask consumers to take specific actions(e.g.,Buy now!).However,assertive languages may be ineffective due to reactance.Based on psychological reactance theory(PRT),five experiments were carried out to explore the negative effects of assertive ads on ad liking and purchase intention,as well as to examine the mediating effect of threat-to-choice perceptions on relationships above.Furthermore,this research was also aimed to scrutinize the moderating effects of product attributes(hedonic/utilitarian)and desire for control on the relationships between assertive ads and threat-to-choice perceptions.Based on the results of five experiments,we draw these conclusions:(1)Ad liking and purchase intention were decreased when consumers were exposed to assertive ads(vs.nonassertive ads).(2)Threat-to-choice perceptions mediated the effect of assertive ads on ad liking and purchase intension.(3)Product attributes(hedonic/utilitarian)moderated the effect of assertive ads on threat-to-choice perceptions.Consumers,freedom to choice were less threatened by assertive ads when products were hedonic or advertised hedonically.(4)As a dispositional trait,desire for control moderated the effect of assertive ads on threat-to-choice perceptions,such that consumers with high desire for control were more threatened by assertive ads.(5)But when desire for control was situationally induced,desire for control didn’t moderate the effect of assertive ads on threat-to-choice perceptions.The present research enriches the psychological reactance theory and compensatory control theory,which is also helpful to understand the difference between hedonic and utilitarian products.What’s more,these results offer some advice for companies to advertise effectively.