Just do it! Why committed consumers react negatively to assertive ads
研究发现，强势广告（如“快来买！”）对品牌忠诚消费者反而效果更差，因为他们感到更大压力，产生心理抗拒，最终降低对广告和品牌的好感。
Abstract 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' relationship with the advertising brand. Across studies, we compare committed and uncommitted consumers' 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.