‘Thinking and feeling’ products and ‘utilitarian and value-expressive’ appeals in contemporary TV advertising: A content analytic test of functional matching and the FCB model

Using the Foote, Cone and Belding (FCB) grid model and functional matching effects as theoretical frameworks, this study analyzed 1356 primetime TV commercials to assess the extent to which there is a functional match-up between think and feel product types and utilitarian and value expressive message appeals in contemporary TV advertising. Additionally, the use of sales promotion techniques in those TV commercials relative to the FCB model's think/feel and involvement dimensions was analyzed. Results reveal that utilitarian appeals were used more in commercials for think products while value expressive appeals were used more in spots for feel products. Presence of sales promotions in the TV commercials was found to differ by product involvement rather than by the prediction of the functional matching hypothesis. The results suggest that contemporary TV advertising practice is more complicated than conceptualized in the four quadrants of the FCB model (i.e. relative to the integration of product, message, and sales promotion techniques). Discussion and implications of the results are presented.