Attributes Versus Benefits: The Role of Construal Levels and Appeal Type on the Persuasiveness of Marketing Messages

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dc.contributor.authorJose Mauro Hernandez
dc.contributor.authorWRIGHT, S. A.
dc.contributor.authorFERMINIANO, R. F.
dc.contributor.authorOrcidhttps://orcid.org/0000-0002-0704-0035
dc.date.accessioned2022-01-12T21:59:54Z
dc.date.available2022-01-12T21:59:54Z
dc.date.issued2015
dc.description.abstract© 2015, American Academy of Advertising.When should marketers emphasize attributes or benefits in their communications? Grounded in construal-level theory, the results of four studies suggest that when a purchase is planned for the distant future or when construal levels are high, benefit-based appeals are more persuasive than attribute-based appeals. By contrast, when a purchase is planned for the near future or when consumers are predisposed to low construal levels, attribute-based appeals are equally as persuasive as benefit-based appeals. However, when low construal levels are temporarily induced using a mind-set manipulation, attribute-based appeals are found to be more persuasive than benefit-based appeals. Moreover, we demonstrate how these effects occur only when processing fluency is uninhibited. This research establishes an important link between these appeal types and construal levels, subsequently demonstrating when marketers should use these appeals.
dc.description.firstpage243
dc.description.issuenumber3
dc.description.lastpage253
dc.description.volume44
dc.identifier.citationHERNANDEZ, J. M.; WRIGHT, S. A.; FERMINIANO, R. F. Attributes Versus Benefits: The Role of Construal Levels and Appeal Type on the Persuasiveness of Marketing Messages. Journal of Advertising, v. 44, n. 3, p. 243-253, jul. 2015.
dc.identifier.doi10.1080/00913367.2014.967425
dc.identifier.issn0091-3367
dc.identifier.urihttps://repositorio.fei.edu.br/handle/FEI/3963
dc.relation.ispartofJournal of Advertising
dc.rightsAcesso Restrito
dc.titleAttributes Versus Benefits: The Role of Construal Levels and Appeal Type on the Persuasiveness of Marketing Messages
dc.typeArtigo
fei.scopus.citations92
fei.scopus.eid2-s2.0-84931568207
fei.scopus.updated2024-07-01
fei.scopus.urlhttps://www.scopus.com/inward/record.uri?partnerID=HzOxMe3b&scp=84931568207&origin=inward
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