Current Issue Summary
September 2025 (Vol. 65, Issue 3)

From Reactance to Response: Crafting Effective Digital CTAs

Explore how the phrasing of calls-to-action (CTAs) and the use of emojis shape consumer engagement in digital brand content. Across two experiments, the authors show that consumer-focused CTAs (e.g., framed around personal benefit) generate higher compliance intention than firm-focused CTAs, which can trigger psychological reactance. However, adding a heart emoji helps offset negative reactions to firm-focused CTAs by softening their self-serving tone. Meanwhile, the type of gesture emoji matters: right-pointing emojis support compliance when paired with consumer-focused CTAs, but down-pointing emojis convey dominance and reduce effectiveness—even undermining positive consumer-focused appeals. The findings suggest marketers can strategically use consumer-oriented language and carefully chosen emojis to lower resistance, enhance persuasion and increase consumer responsiveness to brand content.