UAlberta study blows holes in one of the advertising world's most beloved ploys.
Nobody likes to be told what to do. And now a UAlberta study proves that is true for even the strongest brand relationships.
“Seventy-two per cent of ads in America’s top 10 print magazines contain ads with language that tells consumers what to do,” said Sarah Moore, a marketing professor in the Alberta School of Business. “Our research is the first to look at how reactance motivation, your knee-jerk response to being bossed, is affected depending on your relationship status with brands.”
Moore found that while the reactions of less loyal customers were relatively neutral, surprisingly, the reactions of very loyal customers to pushy messages such as Save Money. Live Better, Think Different!, Buy Now! and Visit Us! were overwhelmingly negative.
“This is true even for seemingly innocuous assertive statements, like Please Buy ...Read more from this release