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People who are in a good mood tend to use more direct language, the authors explain, so messages that induce a positive mood can be more assertive. "When thinking of the pleasure of hedonic goods, such as chocolate, spa, or vacation, the consumer is usually in a positive mood and therefore she may expect to be addressed with more assertive language," the authors write. Consequently, "love yourself a little" would persuade more than "you could love yourself a little." In contrast, consumers do not have positive feelings about utilitarian consumption, such as banking and insurance, and don't respond as well to assertive messages from such companies.
