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

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  • Habiba Elbardai

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

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.

Suggested Citation

  • Habiba Elbardai, 2025. "Towards a clarification of soft-sell and hard-sell advertising approaches: study of French consumer perceptions," Post-Print hal-04952622, HAL.
    • Handle: RePEc:hal:journl:hal-04952622
    Note: View the original document on HAL open archive server: https://hal.science/hal-04952622v1
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    References listed on IDEAS

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