Effects of Soft-sell and Hard-sell Advertising Appeals on Consumer’s Purchase Intention

Subject Areas : Jounal of Marketing Management

H. Nikoomaram ¹ , M. Sarabadani ²

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Received: 2013-08-31 Accepted : 2013-08-31 Published : 2011-09-23

Keywords: Hard-sell appeals, Soft-sell appeals, Purchase attitude of consumer,

Abstract :

The main objective of this article is to study the influence of hard-sell and soft-sell appeals of advertising on purchase attitude of consumers. The research methodology was that of an applied research in terms of objective and a survey research in terms of implication. The statistical population of the study consisted of the students of Azad University and proportional random sampling was used. Six ads - one soft sell and one hard sell from each of three product categories (Microwave, LED and LED 3D)- were chosen for the purpose of  the content analysis.  According to findings of the study, soft-sell appeals have greater impact on purchase attitude of consumer as compared to hard-sell appeals.