Showing papers by "Sharon Shavitt published in 1992"
TL;DR: This paper investigated whether differences in the functions of high and low self-monitors' product attitudes will emerge for some product categories but not for others, and found that products constrain the effects of other variables (e.g., personality differences) on attitude functions.
173 citations
TL;DR: The experimental evidence in support of these and related predictions is discussed in this article, and suggestions for future research on the effectiveness of utilitarian versus value-expressive appeals are offered, as well as a comment pointing out that direct support for these hypotheses already exists.
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.
88 citations
17 citations
Journal Article•
7 citations