Message strategy by product-class type: A matching model

Yehoshua Liebermann, Amir Flint-Goor

Research output: Contribution to journalArticlepeer-review

83 Scopus citations


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.

Original languageEnglish
Pages (from-to)237-249
Number of pages13
JournalInternational Journal of Research in Marketing
Issue number3
StatePublished - Jul 1996


  • Creative strategy
  • Information processing
  • Message appeal
  • Processing routes
  • Product-type classification
  • Services advertising


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