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 prod-ucts image and claims about a products 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 ori-entation, 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 strat-egies, as well as theoretical implications of these findings for the nature of attitudes, are explored. It has been called the most potent influence in adapting and changing our habits and modes of life, affecting what we eat, what we