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Utilitarian and value-expressive app...

Subramaniam, Anita Mandlam.

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Utilitarian and value-expressive appeals in television shopping segments.

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Utilitarian and value-expressive appeals in television shopping segments./
Author:	Subramaniam, Anita Mandlam.
Description:	149 p.
Notes:	Co-Advisers: Susan Zavotka; Margaret Sanik.
Contained By:	Dissertation Abstracts International61-05B.
Subject:	Home Economics. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=9971644
ISBN:	0599767294

Utilitarian and value-expressive appeals in television shopping segments.
Subramaniam, Anita Mandlam.

Utilitarian and value-expressive appeals in television shopping segments. - 149 p.

Co-Advisers: Susan Zavotka; Margaret Sanik.

Thesis (Ph.D.)--The Ohio State University, 2000.

There was no relationship between total number of information cues and the number of utilitarian or value-expressive appeals. The total number of information cues increased with the length of the shopping segment.

ISBN: 0599767294Subjects--Topical Terms:

1019236
Home Economics.

Utilitarian and value-expressive appeals in television shopping segments.
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035 $a (UnM)AAI9971644
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100 1 $a Subramaniam, Anita Mandlam. $3 1253431
245 1 0 $a Utilitarian and value-expressive appeals in television shopping segments.
300 $a 149 p.
500 $a Co-Advisers: Susan Zavotka; Margaret Sanik.
500 $a Source: Dissertation Abstracts International, Volume: 61-05, Section: B, page: 2503.
502 $a Thesis (Ph.D.)--The Ohio State University, 2000.
520 $a There was no relationship between total number of information cues and the number of utilitarian or value-expressive appeals. The total number of information cues increased with the length of the shopping segment.
520 $a This research was designed to identify and compare the different forms of persuasion in television shopping segments among product categories (clothing, housewares, and home decor), weekend and weekday, and length of the shopping segment. Advertisements use different forms of persuasion to gain consumer attention, meet their economic and emotional shopping needs, to create a positive image of the product, brand, and the shopping medium, and influence consumers to purchase the product. Persuasion was classified in this study as functional congruity and self-congruity routes to persuasion. While functional congruity aims to motivate consumers by establishing product utilitarianism to the consumer, self-congruity motivates consumers by matching the product-user image to the consumer's self-image. The self-congruity route to persuasion was assessed through value-expressive appeals. Value-expressive appeals were of two types: self-congruity appeals and social congruity appeals in this dissertation.
520 $a The study found, on an average, television shopping segments contained more utilitarian appeals than value-expressive appeals. The number of utilitarian and value-expressive appeals varied among the product categories but did not differ by weekday or weekend, or by length of the shopping segment. Television shopping segments on housewares contained more utilitarian appeals than clothing and home décor segments. On the other hand, television shopping segments on home décor contained more value-expressive appeals than housewares or clothing.
520 $a Social and self-congruity appeals were measured in the television shopping segments. Differences were found in the number of social congruity and self-congruity forms of value-expressive appeals among product categories. Television shopping segments on housewares contained more social congruity appeals while clothing contained more self-congruity appeals.
520 $a It is proposed that the findings of this study will help consumers, home shopping marketers, consumer scientists, and television shopping behavior analysts recognize the different forms of persuasion found in television shopping segments and its application in meeting the economic and emotional needs of the consumers.
590 $a School code: 0168.
650 4 $a Home Economics. $3 1019236
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710 2 0 $a The Ohio State University. $3 718944
773 0 $t Dissertation Abstracts International $g 61-05B.
790 $a 0168
790 1 0 $a Sanik, Margaret, $e advisor
790 1 0 $a Zavotka, Susan, $e advisor
791 $a Ph.D.
792 $a 2000
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=9971644