J. S. Johar

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.

Value Expressive versus Utilitarian Appeals: A Reply to Shavitt

Abstract The 1992 article by Shavitt serves JA readers by alerting students of advertising to elements of the model of value-expressive versus utilitarian routes to persuasion. Shavitt (1992) does a good job of showing how research in a different theoretical stream (functional theory of attitudes) can contribute to the self-concept stream of research in advertising and consumer behavior.

Determinants of Product Value-Expressiveness: Another Look at Conspicuousness, Differentiation, and Common Usage

This paper reports a study that examined the effects of product conspicuousness, product differentiation, and product common usage on product value-expressiveness.As expected, the results showed that product conspicuousness and product differentiation are positively related to product value-expressiveness, and that product common usage is negatively related to product value–expressiveness.

Purchase Motivation as a Function of Self-Congruity and Functional Congruity: a Structural-Causal Analysis

This paper develops and tests a model of purchase motivation. The model asserts that purchase motivation can be predicted by self-congruity and functional congruity. Self-congruity is hypothesized to be mostly determined by value-expressiveness. Functional congruity, on the other hand, is hypothesized to be mostly determined by product utilitarianism.