TITLE:
Research on the Effect of Assertive Appeal on Consumer Behavioral Intention
AUTHORS:
Jie Wang, Jue Yang
KEYWORDS:
Assertive Appeal, Effort Investment, Psychological Reactance
JOURNAL NAME:
Open Journal of Social Sciences,
Vol.8 No.2,
February
28,
2020
ABSTRACT: Assertive appeal is common
in green marketing, but how it affects consumer behavior intention remains to
be further studied. With the introduce of psychological reactance theory in the
field of communication, this study explores the psychological mechanism behind
the effect of assertive appeal on consumer behavior intention, and meanwhile
introduces effort investment to explore the boundary conditions of the effect
of assertive appeal on behavior intention in public welfare domains. The
results show that when consumer invests more effort in responding to appeals, assertive (vs. non-assertive) appeals lead
to higher behavior intention. In contrast, the positive effects of assertive
appeals will disappear for consumer with less effort. Psychological reactance
plays a mediating role in the influence of assertive appeals and effort
investment on consumer behavior intention. Based on the above conclusions, this
study puts forward some suggestions on green marketing.