Message assertiveness and price discounts: differences between hedonic and utilitarian consumption

Marketers often use assertive messages to advocate for prosocial causes. Paradoxically, however, assertive messages often provoke reactance. The authors conduct two laboratory experiments to examine whether consumers’ reactions to assertive (vs. non-assertive) messages will vary when they receive price discounts (vs. no discount) at the time they make purchases, with hedonic versus utilitarian purchase intentions as moderators. The results show that discounts alleviate the guilt associated with hedonic consumption, resulting in gratitude and willingness to reciprocate by complying with assertive (vs. non-assertive) prosocial messages. Nonassertive and assertive messages are equally persuasive for utilitarian consumption, regardless of price discount.