Value-Expressive versus Utilitarian Advertising Appeals: When and Why to Use Which Appeal

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 utilitaria...

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Bibliographic Details
Published in:Journal of advertising 1991-09, Vol.20 (3), p.23-33
Main Authors: Johar, J. S., Sirgy, M. Joseph
Format: Article
Language:English
Subjects:
Advertising
Advertising research
Brands
Consumer attitudes
Consumer behavior
Consumer research
Effectiveness
Graphics
Influence
Management
Marketing
Modeling
Multiattribute models
Persuasion
Persuasion (Psychology)
Recommendations
Self concept
Self image
Social research
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Summary: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.
ISSN:0091-3367
1557-7805
DOI:10.1080/00913367.1991.10673345