Towards a clarification of soft-sell and hard-sell advertising approaches: study of French consumer perceptions
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.
Citer cet article
EL BARDAI, Habiba. 2025. Towards a clarification of soft-sell and hard-sell advertising approaches: study of French consumer perceptions. Revue Française d'Economie et de Gestion. https://africanscientificindex.com/articles/revue-francaise-d-economie-et-de-gestion-towards-a-clarification-of-soft-sell-and-hard-sell-advertising-approaches-study-of-french-consumer-perceptions
Revue Française d'Economie et de Gestion (2025)
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Notice indexée sur African Scientific Index · 2026-09-27 · Source d’origine.
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