The. term utilitarian advertising appeal, consistent with the current consumer. behavior research related to this strategy (Sirgy and Johar 1985b), is simply. a creative strategy that highlights the functional features of the product (or brand).
Table of Contents
What is utilitarian advertising?
The. term utilitarian advertising appeal, consistent with the current consumer. behavior research related to this strategy (Sirgy and Johar 1985b), is simply. a creative strategy that highlights the functional features of the product (or brand).
What does utilitarian mean in business?
In Business and Commerce Utilitarianism holds that the most ethical choice is the one that will produce the greatest good for the greatest number. As such, it is the only moral framework that can justify military force or war.
What is the main meaning of utilitarianism?
Utilitarianism is an effort to provide an answer to the practical question “What ought a person to do?” The answer is that a person ought to act so as to maximize happiness or pleasure and to minimize unhappiness or pain.
What is an example of an utilitarian?
An example of utilitarianism that shows someone making an individual “good” choice that actually benefits the entire population can be seen in Bobby’s decision to buy his sister, Sally, a car. Bobby buys Sally the car so that she can get back and forth to work.
What is utilitarian function in consumer Behaviour?
Utilitarian Function of Attitudes: Consumers use attitudes as ways to maximize rewards and minimize punishment. In other words, purchasing something because it brings forth a specific benefit is one example.
What is utilitarian appeal?
utilitarian appeal (utility appeal) (*advertising) A psychological and rhetorical strategy which emphasizes the benefit of some product or service in terms of its practical functionality.
How utilitarianism is useful for business?
In business contexts, utilitarianism implies an obligation for businesses to do what they can to act in a way that maximizes happiness and minimizes suffering. So, utilitarianism provides a basis for criticizing business behaviours that cause harm to anyone at all.
Why is utilitarianism important in business?
Utilitarianism provides a guiding framework of decision making rooted in social benefit which helps direct business toward more ethical behavior. It is the basis for much of our discussion regarding the failures of Enron, Worldcom, and even the subprime mess and Wall Street Meltdown.
Is utilitarianism good for business?
Utilitarianism is already widely used as a business ethic approach, although it is not well developed in the literature. Utilitarianism provides a guiding framework of decision making rooted in social benefit which helps direct business toward more ethical behavior.
What is an example of applied utilitarianism in business?
One example of utilitarianism in business is the practice of having tiered pricing for a product or service to different types of customers. For example, the airline industry offers first class, business class and economy class seats on many of their airplanes.
Why is utilitarianism important?
Utilitarianism has important implications for how we should think about leading an ethical life. Because utilitarianism weighs the well-being of everyone equally, it implies that we should make helping others a very significant part of our lives.
How is utilitarianism used today?
Today utilitarians often describe benefits and harms in terms of the satisfaction of personal preferences or in purely economic terms of monetary benefits over monetary costs. Utilitarians also differ in their views about the kind of question we ought to ask ourselves when making an ethical decision.
What are utilitarian products?
1. Products that are acquired and used main for its specific functions or final usage outcome, characterized by its practical aspects.
What is the four functions of the consumer attitudes?
The functional theory of attitude states that consumers buy due to one of four physiological functions—value expression, application of prior knowledge, adjustment, and ego defense.
What is utilitarian influence?
Utilitarian influence occurs when a person complies with perceived expectations of what others want in order to achieve rewards or avoid punishments. Product and/or brand purchases may be influenced.
What are utilitarian needs?
Utilitarian needs are associated with being rational, cognitive and task driven. Functionality of a product and the ability of the product make up utilitarian needs. Hedonic needs are referred to as an emotional desire.
How is utilitarianism applied in business setting?
How do you use utilitarianism?
In applying Utilitarianism we need to make decisions based on a holistic view of the happiness gained and misery ended/ averted and should do so with a strong preference to the “higher pleasures” and longer-term happiness. Complex problems rarely have simple solutions, and this one is no different.
What is utilitarian motivation?
Utilitarian motivation is functional, goal-orientated behaviour (Childers et al., 2001) which orient the consumer towards obtaining economic, rational or extrinsic benefits (Martinez-Lopez et al., 2014) , and it reflects the task-related value of a shopping experience (Overby and Lee, 2006).