Don't Waste Your Emotions: The Impact Of Price And Advertising Appeals In Services

ASU Author/Contributor (non-ASU co-authors, if there are any, appear on document)
Pia A. Albinsson PhD, Associate Professor (Creator)
Appalachian State University (ASU )
Web Site:

Abstract: Promoting services through advertising is different and more challenging compared to product advertising, as services possess intangible qualities (Stafford and Day 1995). Research has recognized that services require different advertising strategies than those of products (Cutler and Javalgi 1993). Assuring customers of service quality before the service experience make tangible cues important in services marketing. Even though tangible cues have been shown to be particularly important for services advertising as it can help the pre-purchase assessment of the service through the psychical representation of the attributes in the servicescape (Legg and Baker 1987; Reimer and Kuehn 2005), researchers have found that emotional appeals may result in more positive reactions from advertisements (Goldberg and Gorn 1987). Emotional appeals are thought to be more important in services compared to goods advertising since the consumption experience cannot be easily evaluated pre-purchase (Zeithaml et al. 1985). Therefore, services advertising often rely on the intangible cues found in emotional appeals.

Additional Information

Burman B., Albinsson P.A. (2017) Don’t Waste Your Emotions: The Impact of Price and Advertising Appeals in Services. In: Campbell C.L. (eds) The Customer is NOT Always Right? Marketing Orientationsin a Dynamic Business World. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. DOI Publisher version of record available at:
Language: English
Date: 2017
Customer Relationship Management, Service Experience, Service Marketing, Advertising Strategy, Rational Appeal

Email this document to