Dictionary of Marketing Terms: appeal
appeal
advantages gained from purchasing a product, as described in the promotional copy. Appeals generally cater to our most basic instincts and needs such as health, security, beauty, and pride of accomplishment. Much of the theory on this subject stems from Abraham H. Maslow's "hierarchy of needs," which states that the basic, instinctual needs of man are naturally prioritized so that a highlevel need, such as accomplishment, is not felt unless a low-level need, such as food, is satisfied. Therefore, it is easier to excite interest in a product by appealing to lower-level needs.
