When does a goal-appeal match affect consumer satisfaction? Examining the work and play context

Abstract

The concept of correctly targeting an audience with a targeted message in marketing is not new. However, the body of research in the advertising–consumer matching literature focuses on demographic fit rather than fit between the advertising message and the consumer's consumption goal. Further, little is known about how the felt targetedness influences consumer satisfaction. Thus, beyond the demographic fit, this study suggests that a matchup between consumers' consumption goals and advertising appeals can improve felt targetedness and further satisfaction related to the featured product. Based on the functional matching hypothesis and literature on felt targetedness, we investigate the role of a goal-appeal fit in the relationship between advertising targetedness and satisfaction using two methods, empirical testing with secondary data and an experiment. The findings suggest a positive relationship between advertising targetedness and consumer satisfaction and support that a goal-appeal fit, particularly a hedonic goal-appeal fit versus a utilitarian goal-appeal fit, strengthens the relationship. A discussion about theoretical and managerial implications follows.