TY - JOUR
T1 - Message strategy by product-class type
T2 - A matching model
AU - Liebermann, Yehoshua
AU - Flint-Goor, Amir
PY - 1996/7
Y1 - 1996/7
N2 - An ELM (Elaboration Likelihood Model) based matching model is developed that relates alternative emotional/rational message appeals to a product type (goods or services) classification scheme. An empirical ad content analysis establishes that in practice emotionally dominant message appeals fit most appropriately search goods and credence services as opposed to experience goods and experience services.
AB - An ELM (Elaboration Likelihood Model) based matching model is developed that relates alternative emotional/rational message appeals to a product type (goods or services) classification scheme. An empirical ad content analysis establishes that in practice emotionally dominant message appeals fit most appropriately search goods and credence services as opposed to experience goods and experience services.
KW - Creative strategy
KW - Information processing
KW - Message appeal
KW - Processing routes
KW - Product-type classification
KW - Services advertising
UR - http://www.scopus.com/inward/record.url?scp=0030191373&partnerID=8YFLogxK
U2 - 10.1016/0167-8116(96)00005-5
DO - 10.1016/0167-8116(96)00005-5
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AN - SCOPUS:0030191373
SN - 0167-8116
VL - 13
SP - 237
EP - 249
JO - International Journal of Research in Marketing
JF - International Journal of Research in Marketing
IS - 3
ER -