Just Do It! Why Committed Consumers React Negatively To Assertive Ads

Research shows that assertive ads, which direct consumers to take specific actions (e.g., Visit us; Just do it!), are ineffective due to reactance. However, such ads remain prevalent. We reexamine assertive ads, showing that their effectiveness depends on consumers\u27 relationship with the advertising brand. Across studies, we compare committed and uncommitted consumers\u27 reactions to assertive ads. We find that because committed (vs. uncommitted) brand relationships involve stronger compliance norms, assertive ads create greater pressure to comply for committed consumers. Specifically, we propose and show that committed consumers anticipate feeling guilty if they ignore an assertive message, creating pressure to comply. Pressure to comply increases reactance, which paradoxically reduces compliance, ultimately leading to decreased ad and brand liking as well as decreased monetary allocations to the brand. Our results show the perils that assertive ads pose for marketers and their most valuable customers

De Novo Donor-Specific HLA Antibody Formation in Two Patients With Crigler-Najjar Syndrome Type I Following Human Hepatocyte Transplantation With Partial Hepatectomy Preconditioning

Clinical hepatocyte transplantation is hampered by low engraftment rates and gradual loss of function resulting in incomplete correction of the underlying disease. Preconditioning with partial hepatectomy improves engraftment in animal studies. Our aim was to study safety and efficacy of partial hepatectomy preconditioning in clinical hepatocyte transplantation. Two patients with Crigler-Najjar syndrome type I underwent liver resection followed by hepatocyte transplantation. A transient increase of hepatocyte growth factor was seen, suggesting that this procedure provides a regenerative stimulus. Serum bilirubin was decreased by 50%, and presence of bilirubin glucuronides in bile confirmed graft function in both cases; however, graft function was lost due to discontinuation of immunosuppressive therapy in one patient. In the other patient, serum bilirubin gradually increased to pretransplant concentrations after ≈600 days. In both cases, loss of graft function was temporally associated with emergence of human leukocyte antigen donor-specific antibodies (DSAs). In conclusion, partial hepatectomy in combination with hepatocyte transplantation was safe and induced a robust release of hepatocyte growth factor, but its efficacy on hepatocyte engraftment needs to be evaluated with additional studies. To our knowledge, this study provides the first description of de novo DSAs after hepatocyte transplantation associated with graft los