ABSTRACT
Probably the most important purpose of advertising is to promote the benefit or benefits of the advertiser’s brand. However, the term benefit is used rather generally in advertising to refer to several points of promotional focus (Rossiter & Percy, 1987) that include attributes (what the product has), benefits per se (what the buyer wants), and emotions (what the buyer feels). According to this a-b-e distinction, attributes, the first potential focal point, are relatively objective properties of the product or service. Benefits, the second potential focal point, are subjective reinforcers, often, but not necessarily, resulting from an attribute. Emotions, the third potential focal point, are the affective experience of the reinforcement itself. Often called the end-benefit, emotions may derive from a benefit or, we note, may be a free-standing emotional association with the brand. For a brand of coffee, for instance, good-quality coffee beans are an attribute, good tasting is the benefit, and gustatory enjoyment is the emotional consequence. For a bank, for instance, numerous ATM machines are an attribute, fast service is the benefit, and relief from one of life’s hassles by being able to allot a predictably short time to banking transactions is the emotional consequence.
