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Functional and experiential routes to persuasion: An analysis of advertising in emerging versus developed markets

Author

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  • Zarantonello, Lia
  • Jedidi, Kamel
  • Schmitt, Bernd H.

Abstract

Should advertising be approached differently in emerging than in developed markets? Using data from 256 television commercial tests conducted by a multinational fast-moving consumer goods (FMCGs) 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 a differential impact of local/global and traditional/modern. This finding does not hold for individualistic versus 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.

Suggested Citation

  • Zarantonello, Lia & Jedidi, Kamel & Schmitt, Bernd H., 2013. "Functional and experiential routes to persuasion: An analysis of advertising in emerging versus developed markets," International Journal of Research in Marketing, Elsevier, vol. 30(1), pages 46-56.
    • Handle: RePEc:eee:ijrema:v:30:y:2013:i:1:p:46-56
    DOI: 10.1016/j.ijresmar.2012.09.001
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    References listed on IDEAS

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    3. Rommel Kai & Sagebiel, Julian, 2022. "Analysis of consumer preferences in Germany for attributes of fast moving consumer goods with a discrete choice experiment," Research Journal for Applied Management (RJAM), International School of Management (ISM), Dortmund, vol. 3(1), pages 116-142.
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    5. Thamaraiselvan Natarajan & Daniel Inbaraj Jublee & Dharun Lingam Kasilingam & Gladys Stephen, 2018. "The moderating role of social themes in cause-related marketing advertisements," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 15(4), pages 433-454, December.
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    7. Jan-Benedict E. M. Steenkamp & Inge Geyskens, 2014. "Manufacturer and Retailer Strategies to Impact Store Brand Share: Global Integration, Local Adaptation, and Worldwide Learning," Marketing Science, INFORMS, vol. 33(1), pages 6-26, January.
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    9. Couwenberg, Linda E. & Boksem, Maarten A.S. & Dietvorst, Roeland C. & Worm, Loek & Verbeke, Willem J.M.I. & Smidts, Ale, 2017. "Neural responses to functional and experiential ad appeals: Explaining ad effectiveness," International Journal of Research in Marketing, Elsevier, vol. 34(2), pages 355-366.
    10. Gebreselassie, Andinet Worku, 2019. "On communicating about taboo social issues in least developed countries : The case of Ethiopia," Other publications TiSEM bb35ee74-fdd7-4220-af92-5, Tilburg University, School of Economics and Management.
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    12. Martin Heinberg & H Erkan Ozkaya & Markus Taube, 2017. "The influence of global and local iconic brand positioning on advertising persuasion in an emerging market setting," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 48(8), pages 1009-1022, October.
    13. Bilby, Julie & Reid, Mike & Brennan, Linda & Chen, Jiemiao, 2020. "Tiers and fears: An investigation of the impact of city tiers and uncertainty avoidance on Chinese consumer response to creative advertising," Australasian marketing journal, Elsevier, vol. 28(4), pages 332-348.
    14. Tandon, Anushree & Kaur, Puneet & Bhatt, Yogesh & Mäntymäki, Matti & Dhir, Amandeep, 2021. "Why do people purchase from food delivery apps? A consumer value perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
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