APA Dictionary of Psychology

n. in advertising, any aspect of a product or service that is highlighted in an attempt to arouse a sympathetic response from consumers. Appeals may be based on psychological studies of consumer desires or needs and may be as obvious as a practical package design or as subtle as an implied suggestion that the product might enhance the purchaser’s sexual attractiveness. Advertising appeals also may be directed toward a specific type of consumer personality. For example, a product appeal for a “conservative family car” might be directed toward married businesspeople with young children, whereas an appeal for a “sexy sports car” might be directed toward younger or older men and women with fewer family responsibilities. Also called product appeal. —appeal vb.