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
Date Written: October 1, 2012
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: Suggested Citation