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

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

Exploring Routes to Persuasive Online Advertising

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“…to judge the hedonic value of a product or persuasive message rather than taking concrete attributes into account (Petty & Cacioppo, 1986;Johar & Sirgy, 1991). When advertisement messages release more peripheral cues, including visual and aural stimulations such as web page color, layout, a spokesperson, music, or aesthetics, they allow message receivers to be more relaxed and enter another realm of life that brings them more happiness (Lehdonvirta, 2009).…”

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