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

763 citations0/0 files storedJournal of Advertising

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Marketing and Advertising Strategies Consumer Behavior and Marketing Influence Consumer Behavior in Brand Consumption and Identification

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.

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2025Advances in Consumer Research 1985Measuring the Involvement Construct 1982Self-Concept in Consumer Behavior: A Critical Review 1986Strategic Brand Concept-Image Management 1982Reference Group Influence on Product and Brand Purchase Decisions 1983The Role of Products as Social Stimuli: A Symbolic Interactionism Perspective 1987Advertising and Promotion Management 1985Using self-congruity and ideal congruity to predict purchase motivation

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