Final answer:
In product concept testing, a functional description offers just the facts about the product, while an emotional description conveys the facts in a persuasive manner that mimics advertising language.
Step-by-step explanation:
In the context of product concept statements used for concept testing, a functional description provides straightforward information, often in bullet points, outlining the basic facts and features of the product. On the other hand, an emotional description is designed to evoke a response from the potential customer, using persuasive and attractive language similar to what might be found in advertising materials.
Comparing the two, a functional description might simply state: "Nonstick frying pan, dishwasher safe, durable construction." Conversely, an emotional description would enhance these factual points with marketing flair: "Experience the ease of cooking with our premium nonstick frying pan.
Say goodbye to scrubbing and hello to effortless cleaning – all while enjoying unparalleled durability that withstands the test of time!" This second approach appeals to the customer's desires and lifestyle preferences.
Caveat emptor, or "let the buyer beware," applies in understanding the difference between the two descriptions. The functional description is more focused on physical aspects such as "unbreakable bottle" or "freezer-to-microwave capability," whereas the emotional description incorporates these details into a narrative that promotes the product's benefits and a certain lifestyle, often pushing the boundaries of persuasive language while staying within the realms of truthfulness as regulated by entities such as the Federal Trade Commission.