Go Green! Should Environmental Messages be So Assertive?

@article{Kronrod2012GoGS,
  title={Go Green! Should Environmental Messages be So Assertive?},
  author={Ann Kronrod and Amir Grinstein and Luc Wathieu},
  journal={Journal of Marketing},
  year={2012},
  volume={76},
  pages={102 - 95}
}
Environmental communications often contain assertive commands, even though research in consumer behavior, psycholinguistics, and communications has repeatedly shown that gentler phrasing is more effective when seeking consumer compliance. This article shows that the persuasiveness of assertive language depends on the perceived importance of the issue at hand: Recipients respond better to pushy requests in domains that they view as important, but they need more suggestive appeals when they lack… 

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