Evidence for Predicting the Effectiveness of value-Expressive versus Utilitarian Appeals: A Reply to Johar and Sirgy

Abstract

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 product is utilitarian. Johar and Sirgy suggested that future research be directed at testing these hypotheses. This comment points out that direct support for these hypotheses already exists. The experimental evidence in support of these and related predictions is discussed. Suggestions for future research on the effectiveness of utilitarian versus value-expressive appeals are offered.