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

This paper is concerned with the tension between consumer persuasion and freedom of choice. We study how assertive language (as in the slogan Just do it!) affects consumer compliance in hedonic vs. utilitarian contexts. Previous literature consistently claimed that forceful language would cause reactance and decreased compliance. However, we find in four studies that assertive persuasion is effective in contexts involving hedonic goods and hedonically framed utilitarian goods. Our hypotheses emerge from sociolinguistic research and confirm the relevance of linguistic research in consumer behavior

A closer look at the causes and consequences of frequent stock trading

This chapter examines the phenomenon of frequent stock trading. Specifically, it covers the ample research demonstrating the negative effects of frequent trading on investor returns, as well as several possible underlying causes for this irrational behavior. Possible causes of frequent trading discussed include overconfidence, risk seeking, gambling addiction, frequency of negative emotions, and emotional instability. The chapter also examines gender differences. Although the body of research showing that frequent trading is bad for returns is vast, many investors continue to trade too often for their own good. Therefore, besides discussing potential causes of frequent stock trading, this chapter also stresses the need for future research to identify effective methods of helping investors reduce this financially harmful behavior