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An international analysis of emotional and rational appeals in services vs goods advertising

Nancy D. Albers‐Miller (Assistant Professor of Marketing, College of Business Administration, University of North Texas, Denton, Texas, USA)
Marla Royne Stafford (Assistant Professor of Marketing, College of Business Administration, University of North Texas, Denton, Texas, USA)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 1 February 1999

26989

Abstract

The growth of international business, combined with an increase in the number of service offerings, underscores the importance of understanding effective promotional strategies for services versus goods in international markets. The current study examines advertising appeals for services and goods across four different countries: Brazil, Taiwan, Mexico and the USA. Results of a content analysis indicate that the use of rational and emotional appeals differs across both product type and country. It is suggested that culture plays a role in the use of the appeals and that the product type × country interaction is strongly reflected in Taiwanese and US advertising.

Keywords

Citation

Albers‐Miller, N.D. and Royne Stafford, M. (1999), "An international analysis of emotional and rational appeals in services vs goods advertising", Journal of Consumer Marketing, Vol. 16 No. 1, pp. 42-57. https://doi.org/10.1108/07363769910250769

Publisher

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MCB UP Ltd

Copyright © 1999, MCB UP Limited

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