TY - JOUR
T1 - Evidence for predicting the effectiveness of value-expressive versus utilitarian appeals
T2 - A reply to johar and sirgy
AU - Shavitt, Sharon
PY - 1992/6
Y1 - 1992/6
N2 - In a recent paper, Johar and Sirgy have proposed a hypothesis that value-expressive advertising appeals are persuasive when the product is value-expressive, whereas utilitarian appeals are persuasive when the productis utilitarian. Johar and Sirgy suggested that future research be directed at testing these hypotheses. Thiscomment points out that direct support for these hypotheses already exists. The experimental evidence insupport of these and related predictions is discussed. Suggestions for future research on the effectiveness ofutilitarian versus value-expressive appeals are offered.
AB - In a recent paper, Johar and Sirgy have proposed a hypothesis that value-expressive advertising appeals are persuasive when the product is value-expressive, whereas utilitarian appeals are persuasive when the productis utilitarian. Johar and Sirgy suggested that future research be directed at testing these hypotheses. Thiscomment points out that direct support for these hypotheses already exists. The experimental evidence insupport of these and related predictions is discussed. Suggestions for future research on the effectiveness ofutilitarian versus value-expressive appeals are offered.
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U2 - 10.1080/00913367.1992.10673367
DO - 10.1080/00913367.1992.10673367
M3 - Article
AN - SCOPUS:0010875197
SN - 0091-3367
VL - 21
SP - 47
EP - 51
JO - Journal of Advertising
JF - Journal of Advertising
IS - 2
ER -