Corpus ID: 56055775

Facts versus feelings? The effectiveness of hard versus soft sell appeals in online advertising

@inproceedings{Veirman2015FactsVF,
  title={Facts versus feelings? The effectiveness of hard versus soft sell appeals in online advertising},
  author={M. D. Veirman and L. Hudders and V. Cauberghe},
  year={2015}
}
In two experimental studies, the advertising effects of hard versus soft sell appeals are investigated. Both studies show that in online advertising (banner ads and viral video ads), soft sell appeals in advertisements on high involvement products generate a more positive attitude towards the ad than hard sell appeals. In print advertising however, hard sell appeals lead to a more positive Aad, due to the fact that the advertisement is perceived as less irritating and more credible… Expand
1 Citations
Comparing young adult responses to rational and emotional sports product advertisements: the moderating role of product type and gender
PurposeThe purpose of the study was to compare young adult responses to rational and emotional sports product advertisements. The moderating roles of product type and gender were alsoExpand

References

SHOWING 1-10 OF 22 REFERENCES
An international analysis of emotional and rational appeals in services vs goods advertising
The growth of international business, combined with an increase in the number of service offerings, underscores the importance of understanding effective promotional strategies for services versusExpand
Exploring the disseminating behaviors of eWOM marketing: persuasion in online video
TLDR
This study adopts Lasswell’s communication model to investigate the persuasiveness of online video and uses the source, content, and channel dimensions to examine three potentially influential factors: awareness of persuasive intent, perceived humor, and multimedia effect. Expand
Measuring Soft-Sell Versus Hard-Sell Advertising Appeals
The terms "soft sell" and "hard sell" are well known to advertising scholars and practitioners. Despite wide-spread use of these terms, generally accepted definitions do not exist. Attempts toExpand
Viral Marketing or Electronic Word-of-Mouth Advertising: Examining Consumer Responses and Motivations to Pass Along Email
ABSTRACT Although viral marketing has garnered a great deal of attention in the trade press, almost nothing is known about the motivations, attitudes, and behaviors of the people (those sending theExpand
Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising
This article pursues the emerging interest in emotional aspects of consumer behavior, advocates a broadened view of consumption-related emotions, and focuses on the role of emotions in mediating theExpand
The Effect of Consumer Prejudices on Ad Processing: Heterosexual Consumers' Responses to Homosexual Imagery in Ads
Abstract Advertising researchers often assume that the audience reacts to ads homogeneously, but evidence suggests that individuals process ads subjectively on the basis of their membership in groupsExpand
The Interactive Advertising Model
Abstract The authors provide an integrative processing model of Internet advertising, which incorporates the functional and structural schools of thought. The model begins with the functionalExpand
Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude
Fishbein's attitude theory posits that beliefs are the only mediators of attitude formation and change. The validity of this proposition for consumers’ beliefs about product attributes and brand at...
Does Web Advertising Work? Memory for Print vs. Online Media
Is memory for an advertisement related to the medium in which the ad was viewed? A between-subjects experiment (N = 48) was designed to answer this question. One-half of the subjects was exposed to aExpand
Cognitive and Emotional Processes in Individuals and Commercial Web sites
This research reports how banner ads are responded to in Web sites that emphasize either emotion or cognition. It also looks at the moderating effects of individuals’ own levels of need for cognitionExpand
...
1
2
3
...