Using transformational appeals to enhance the retail experience

Gillian Naylor, Susan Bardi Kleiser, Julie Baker and Eric Yorkston

Journal of Retailing, 2008, vol. 84, issue 1, 49-57

Abstract: Transformational appeals hold enormous promise for retailers. These appeals go beyond providing concrete, factual data to making the consumer's actual experience more enjoyable. A field study and a controlled, follow-up experiment are conducted to empirically assess the efficacy of transformational appeals compared to informational appeals in retail settings. Results suggest that transformational advertising affects consumers’ initial retail experiences, but are not effective when a consumption experience is already well defined. Further, transformational appeals enhance hedonic and symbolic benefits but do not appear to affect evaluations of functional benefits. The underlying processes guiding these effects and implications for marketing theory and practice are discussed.

Keywords: Transformational appeal; Retailer; Informational appeal (search for similar items in EconPapers)
Date: 2008
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Citations: View citations in EconPapers (22)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jouret:v:84:y:2008:i:1:p:49-57

DOI: 10.1016/j.jretai.2008.01.001

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