Universität zu Köln

Klein, Kristina ORCID: 0000-0002-2876-7671 and Melnyk, Valentyna ORCID: 0000-0003-4963-4584 (2016). Speaking to the mind or the heart: effects of matching hedonic versus utilitarian arguments and products. Mark. Lett., 27 (1). S. 131 - 143. DORDRECHT: SPRINGER. ISSN 1573-059X

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Abstract

Message arguments influence beliefs about product benefits which influence overall product evaluations. Three studies show that matching hedonic versus utilitarian arguments and products enhance evaluations of utilitarian products, but not hedonic products. The results generalize across several argument manipulations and several product categories.

Item Type:	Journal Article
Creators:	Creators Email ORCID ORCID Put Code Klein, Kristina UNSPECIFIED orcid.org/0000-0002-2876-7671 UNSPECIFIED Melnyk, Valentyna UNSPECIFIED orcid.org/0000-0003-4963-4584 UNSPECIFIED
URN:	urn:nbn:de:hbz:38-284155
DOI:	10.1007/s11002-014-9320-3
Journal or Publication Title:	Mark. Lett.
Volume:	27
Number:	1
Page Range:	S. 131 - 143
Date:	2016
Publisher:	SPRINGER
Place of Publication:	DORDRECHT
ISSN:	1573-059X
Language:	English
Faculty:	Unspecified
Divisions:	Unspecified
Subjects:	no entry
Uncontrolled Keywords:	Keywords Language CONSUMER CHOICE; INTEGRATIVE FRAMEWORK; ATTITUDE FUNCTIONS; BRAND-NAME; INFORMATION; PERSUASION; EXTENSIONS; PERSPECTIVE; CONSUMPTION; ADVERTISEMENTS Multiple languages Business Multiple languages
Refereed:	Yes
URI:	http://kups.ub.uni-koeln.de/id/eprint/28415