The growth of international business, combined with an increase in the number of service offerings, underscores the importance of understanding effective promotional strategies for services versus goods in international markets. The current study examines advertising appeals for services and...

Examines differences in emotional and rational advertising appeal use across experiential and utilitarian services for 11 culturally diverse countries. Pooled across countries, rational appeals were found to be more dominant in utilitarian service advertising, while emotional appeals were used...