Value-Expressive versus Utilitarian Advertising Appeals: When and Why to Use Which Appeal
- 1 September 1991
- journal article
- research article
- Published by Taylor & Francis in Journal of Advertising
- Vol. 20 (3) , 23-33
- https://doi.org/10.1080/00913367.1991.10673345
Abstract
Value-expressive advertising appeals are effective when the product is value-expressive, while utilitarian appeals are effective when the product is utilitarian. When the product is value-expressive, audience persuasion is influenced through self-congruity. Conversely, when the product is utilitarian, audience persuasion is influenced through functional congruity. The effectiveness of the value-expressive as opposed to utilitarian appeals is argued also to be a function of such product-related factors as differentiation, life cycle, scarcity, and conspicuousness, and consumer-related factors such as involvement, prior knowledge, and self-monitoring. Future research and managerial implications are discussed.Keywords
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