Functional and Experiential Routes to Persuasion: An Analysis of Advertising in Emerging Versus Developed Markets

International Journal of Research in Marketing, Special Issue: Emerging Markets, Vol. 30, I. 1, 2013 (Forthcoming)

44 Pages Posted: 3 Oct 2012

See all articles by Lia Zarantonello

Lia Zarantonello

University of Bath - School of Management

Kamel Jedidi

Columbia Business School - Marketing

Bernd H. Schmitt

Columbia Business School - International Business

Date Written: October 1, 2012

Abstract

Should advertising be approached differently in emerging than in developed markets? Using data from 256 TV commercial tests conducted by a multinational FMCG 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 experiential route mostly drives persuasion, the functional route is a relatively more important driver in emerging markets. In addition, we find differential impact of local/global and traditional/modern, but not individualistic vs. collectivistic, ad appeals between emerging and developed markets. We discuss implications of our finding for advertising in emerging markets and for the development of a global consumer culture.

Keywords: Emerging markets, developed markets, materialist, postmaterialist, advertising appeals, experiential marketing, functional marketing

JEL Classification: M31, M37

Suggested Citation

Zarantonello, Lia and Jedidi, Kamel and Schmitt, Bernd H., Functional and Experiential Routes to Persuasion: An Analysis of Advertising in Emerging Versus Developed Markets (October 1, 2012). International Journal of Research in Marketing, Special Issue: Emerging Markets, Vol. 30, I. 1, 2013 (Forthcoming). Available at SSRN: https://ssrn.com/abstract=2154910

Lia Zarantonello (Contact Author)

University of Bath - School of Management ( email )

Claverton Down
Bath, BA2 7AY
United Kingdom

Kamel Jedidi

Columbia Business School - Marketing ( email )

New York, NY 10027
United States

Bernd H. Schmitt

Columbia Business School - International Business ( email )

New York, NY
United States
212-854-3468 (Phone)
212-854-7647 (Fax)

HOME PAGE: http://www.meetschmitt.com

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