Functional and experiential routes to persuasion: An analysis of advertising in emerging versus developed markets

Volume: 30, Issue: 1, Pages: 46 - 56
Published: Mar 1, 2013
Abstract
Should advertising be approached differently in emerging than in developed markets? Using data from 256 television commercial tests conducted by a multinational fast-moving consumer goods (FMCGs) company in 23 countries, we consider two routes of persuasion: a functional route, which emphasizes the features and benefits of a product, and an experiential route, which evokes sensations, feelings, and imaginations. Whereas in developed markets the...
Paper Details
Title
Functional and experiential routes to persuasion: An analysis of advertising in emerging versus developed markets
Published Date
Mar 1, 2013
Volume
30
Issue
1
Pages
46 - 56
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