Appeals to Image and Claims About Quality. Understanding the Psychology of Advertising

In three investigations we examined the evaluative and behavioral reactions of high and low self-monitoring individuals to two advertising strategies: appeals to a product's image and claims about a product's quality. High self-monitoring individuals reacted more favorably to image-oriented advertisements, were willing to pay more for products if they were advertised with an image orientation, and were more willing to try a product if it was marketed with an image appeal. By contrast, low self-monitoring individuals reacted more favorably to product-quality-oriented ads, were willing to pay more for products if they were advertised with a quality orientation, and were more willing to try a product if it was marketed with a quality claim. Theoretical and practical implications of these findings for advertising strategies, as well as theoretical implications of these findings for the nature of attitudes, are explored.