Towards a clarification of soft-sell and hard-sell advertising approaches: study of French consumer perceptions

Habiba Elbardai
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Habiba Elbardai: International University of Agadir - Maroc, Laboratoire d'Innovation Durable et de Recherche Appliquée (LIDRA) - Ecole Polytechnique d'Agadir

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Abstract: The objective of this article is to highlight the perceptions of the French consumer towards the soft-sell and hard-sell approaches. An exploratory study by semi-structured individual interviews is carried out with a sample of 26 French consumers using an interview guide. The results indicate that the French consumer has a more favorable attitude towards soft-sell type messages and that he resists messages that extol the strengths of the product in a direct and aggressive way. The managerial contribution of this study lies in the light it can give advertising professionals on the persuasive potential of the dimensions of the soft-sell message in a French context as well as on the brakes that a hard-type message could generate. sell on intent to purchase. The conclusion shows the managerial implications and the research avenues that emerged from this study.

Keywords: Attitude towards the advertisement soft-sell approach hard-sell approach French consumer advertising; Attitude towards the advertisement; soft-sell approach; hard-sell approach; French consumer; advertising (search for similar items in EconPapers)
Date: 2025-02-15
Note: View the original document on HAL open archive server: https://hal.science/hal-04952622v1
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Published in Revue Française d'Economie et de Gestion , In press

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