The DOI matches its Crossref record.
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.
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Citations
Cited by
Ashley, C., & Tuten, T. (2015) · Psychology & Marketing · doi:10.1002/mar.20761 · Cited by 1,462
Aggarwal, P., Jun, S. Y., & Huh, J. H. (2011) · Journal of Advertising · doi:10.2753/joa0091-3367400302 · Cited by 349
Paschen, J. (2019) · Journal of Product & Brand Management · doi:10.1108/jpbm-12-2018-2179 · Cited by 132
Akbari, M. (2015) · Global Business Review · doi:10.1177/0972150915569936 · Cited by 105
Liu, F., Xiao, B., Lim, E. T. K., & Tan, C.-W. (2017) · Internet Research · doi:10.1108/intr-09-2016-0280 · Cited by 100
Metadata
- Authors
- Johar, J. S., & Sirgy, M. J.
- Venue
- Journal of Advertising
- Publisher
- Informa UK Limited
- Published
- 1991-09
- Volume
- 20
- Issue
- 3
- Pages
- 23-33
- ISSN
- 0091-3367 (ISSN-L)
- 1557-7805
- OpenAlex
- W1970200121
- Cited by
- 763
- References
- 0
- FWCI
- 7.64
- Type
- journal article
- Language
- en
- Open access
- closed
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- CoChat. (2026). Citation check: Value-Expressive versus Utilitarian Advertising Appeals: When and Why to Use Which Appeal. https://app.cochat.ai/papers/10.1080/00913367.1991.10673345
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- Johar, J. S., & Sirgy, M. J. (1991). Value-Expressive versus Utilitarian Advertising Appeals: When and Why to Use Which Appeal. Journal of Advertising. https://doi.org/10.1080/00913367.1991.10673345
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
