Speaking to the mind or the heart: effects of matching hedonic versus utilitarian arguments and products |
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| Authors: | Kristina Klein Valentyna Melnyk |
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| Institution: | 1.Department of Marketing and Brand Management,University of Cologne,Cologne,Germany;2.School of Communication, Journalism and Marketing,Massey University, Albany Campus,Auckland,New Zealand |
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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. |
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