An analysis of need-appeals in television advertising Academic Article uri icon


  • No empirical data is available that analyzes the need-appeals currently being used by advertisers. To fill this void, an extensive study is presented which analyzed the need-appeals in every television advertisement for nine product categories over a three month period. Need-appeals were classified acording to both Murray's and Maslow's lists of needs. © 1984 Academy of Marketing Science.

author list (cited authors)

  • McNeal, J. U., & McDaniel, S. W.

citation count

  • 7

publication date

  • December 1984