A Multi-Country Examination of Hard-Sell and Soft-Sell Advertising: Comparing Global Consumer Positioning in Holistic- and Analytic-Thinking Cultures
Universidad Autónoma de Madrid
San Diego State University
University of Klagenfurt
- 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 more suitable than a hard-sell approach for a GCCP strategy.
- A five-country comparison revealed that soft-sell appeals were more effective than hard-sell appeals, inducing less irritation and generating more favorable responses.
- Soft-sell appeals are more favorably evaluated in holistic versus analytic countries, however this type of appeal is generally more effective than hard-sell appeals across all countries.
- The proposed procedural framework should help researchers establish solid theoretical and methodological foundations for conducting multi-country advertising research.