Speaking to the mind or the heart: effects of matching hedonic versus utilitarian arguments and products
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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.
KeywordsHedonic and utilitarian products Information processing Goal congruency
The authors thank Franziska Völckner for her helpful comments on previous versions of this manuscript and Danny Kummer for his help in the data collection of study 2.
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