VALUE EXPRESSIVE VERSUS UTILITARIAN APPEALS - A REPLY

被引：9
|
作者：
SIRGY, MJ [1 ]
JOHAR, JS [1 ]
机构：
[1] CALIF STATE UNIV,DEPT MKT,SAN BERNARDINO,CA 92407
来源：
JOURNAL OF ADVERTISING | 1992年 / 21卷 / 02期
关键词：
D O I：
10.1080/00913367.1992.10673368
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
The 1992 article by Shavitt serves JA readers by alerting students of advertising to elements of the model of value-expressive versus utilitarian routes to persuasion. Shavitt (1992) does a good job of showing how research in a different theoretical stream (functional theory of attitudes) can contribute to the self-concept stream of research in advertising and consumer behavior.
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页码：53 / 54
页数：2
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