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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. J. S. Johar (Ph.D., McGill University) is Professor of Marketing,

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This study reports an attempt to segment the travel market by showing how different factors influenced choice in different seasons. Results showed that benefits sought for each season differ, and people seeking a combination of benefits during one season may not be the same people seeking the same benefits during another season.