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

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. Additionally, study II revealed that using soft sell appeals in viral video ads leads to a higher intention to share, due to the generation of a positive attitude towards the ad.

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