A Multi-Country Examination of Hard-Sell and Soft-Sell Advertising: Comparing Global Consumer Positioning in Holistic- and Analytic-Thinking Cultures
Shintaro Okazaki
Universidad Autónoma de Madrid
Barbara Mueller
San Diego State University
Sandra Diehl
University of Klagenfurt
Management slant
- Global consumer culture positioning (GCCP) associates a brand with a widely understood and recognized set of symbols believed to constitute emerging global consumer cultures.
- Different ways of thinking (holistic versus analytical) may influence how consumers process advertisements grounded in different types of appeals.
- The specific features of the soft-sell approach—subtlety, implication, and abstractness—make it ...