Measuring soft-sell versus hard-sell advertising appeals.

The terms "soft sell" and "hard sell" are well known to advertising scholars and practitioners. Despite widespread use of these terms, generally accepted definitions do not exist. Attempts to measure soft-sell and hard-sell appeals have typically been unsophisticated, relying on a single item that classifies an ad into one category or the other. This study is designed to provide a deeper understanding of the concepts "soft sell" and "hard sell," and to examine whether they are better measured on a single dimension than on two distinct dimensions. The main objective of the study is to develop and validate a method for measuring soft-sell and hard-sell appeals. To this end, candidate items were generated via a review of prior literature, supplemented by content analysis, a free-association task, expert judgment, and focus groups. The measurement instruments were then purified and validated using a pretest with a sample of student participants, and further validated using a general consumer sample. Results indicate that soft-sell appeals can be measured using a 12-item, 3-factor index, whereas hard-sell appeals can be measured using a 15-item, 3-factor index.

Main Author: Okazaki, Shintaro.
Other Authors: Mueller, Barbara., Taylor, Charles.
Language: English
Published: 2010
Online Access: http://ezproxy.villanova.edu/login?url=https://digital.library.villanova.edu/Item/vudl:178875
PID vudl:178875
id vudl:178875
modeltype_str_mv vudl-system:CoreModel
vudl-system:CollectionModel
vudl-system:ResourceCollection
datastream_str_mv DC
PARENT-QUERY
PARENT-LIST-RAW
PARENT-LIST
MEMBER-QUERY
MEMBER-LIST-RAW
LEGACY-METS
LICENSE
AGENTS
PROCESS-MD
THUMBNAIL
STRUCTMAP
RELS-EXT
hierarchytype
sequence_vudl_178787_str 0000000030
has_order_str no
hierarchy_top_id vudl:171664
hierarchy_top_title Villanova Digital Collection
hierarchy_parent_id vudl:178787
hierarchy_parent_title Taylor C Raymond
hierarchy_sequence 0000000030
hierarchy_first_parent_id_str vudl:178875
hierarchy_sequence_sort_str 0000000030
hierarchy_all_parents_str_mv vudl:171664
vudl:172968
vudl:178787
first_indexed 2014-01-11T23:25:03Z
last_indexed 2014-01-11T23:25:03Z
recordtype vudl
fullrecord <root> <url> http://digital.library.villanova.edu/files/vudl:178875/DC </url> <thumbnail> http://digital.library.villanova.edu/files/vudl:178875/THUMBNAIL </thumbnail> </root>
spelling
institution Villanova University
collection Digital Library
language English
dc_source_str_mv Journal of Advertising 39(2), 2010, 5-20.
author Okazaki, Shintaro.
author_s Okazaki, Shintaro.
spellingShingle Okazaki, Shintaro.
Measuring soft-sell versus hard-sell advertising appeals.
author-letter Okazaki, Shintaro.
author_sort_str Okazaki, Shintaro.
author2 Mueller, Barbara.
Taylor, Charles.
author2Str Mueller, Barbara.
Taylor, Charles.
dc_title_str Measuring soft-sell versus hard-sell advertising appeals.
title Measuring soft-sell versus hard-sell advertising appeals.
title_short Measuring soft-sell versus hard-sell advertising appeals.
title_full Measuring soft-sell versus hard-sell advertising appeals.
title_fullStr Measuring soft-sell versus hard-sell advertising appeals.
title_full_unstemmed Measuring soft-sell versus hard-sell advertising appeals.
collection_title_sort_str measuring soft-sell versus hard-sell advertising appeals.
title_sort measuring soft-sell versus hard-sell advertising appeals.
description The terms "soft sell" and "hard sell" are well known to advertising scholars and practitioners. Despite widespread use of these terms, generally accepted definitions do not exist. Attempts to measure soft-sell and hard-sell appeals have typically been unsophisticated, relying on a single item that classifies an ad into one category or the other. This study is designed to provide a deeper understanding of the concepts "soft sell" and "hard sell," and to examine whether they are better measured on a single dimension than on two distinct dimensions. The main objective of the study is to develop and validate a method for measuring soft-sell and hard-sell appeals. To this end, candidate items were generated via a review of prior literature, supplemented by content analysis, a free-association task, expert judgment, and focus groups. The measurement instruments were then purified and validated using a pretest with a sample of student participants, and further validated using a general consumer sample. Results indicate that soft-sell appeals can be measured using a 12-item, 3-factor index, whereas hard-sell appeals can be measured using a 15-item, 3-factor index.
publishDate 2010
normalized_sort_date 2010-01-01T00:00:00Z
dc_date_str 2010
license_str protected
REPOSITORYNAME FgsRepos
REPOSBASEURL http://hades.library.villanova.edu:8088/fedora
fgs.state Active
fgs.label Measuring soft-sell versus hard-sell advertising appeals.
fgs.ownerId diglibEditor
fgs.createdDate 2013-01-22T07:44:39.905Z
fgs.lastModifiedDate 2013-12-05T17:09:57.211Z
dc.title Measuring soft-sell versus hard-sell advertising appeals.
dc.creator Okazaki, Shintaro.
Mueller, Barbara.
Taylor, Charles.
dc.description The terms "soft sell" and "hard sell" are well known to advertising scholars and practitioners. Despite widespread use of these terms, generally accepted definitions do not exist. Attempts to measure soft-sell and hard-sell appeals have typically been unsophisticated, relying on a single item that classifies an ad into one category or the other. This study is designed to provide a deeper understanding of the concepts "soft sell" and "hard sell," and to examine whether they are better measured on a single dimension than on two distinct dimensions. The main objective of the study is to develop and validate a method for measuring soft-sell and hard-sell appeals. To this end, candidate items were generated via a review of prior literature, supplemented by content analysis, a free-association task, expert judgment, and focus groups. The measurement instruments were then purified and validated using a pretest with a sample of student participants, and further validated using a general consumer sample. Results indicate that soft-sell appeals can be measured using a 12-item, 3-factor index, whereas hard-sell appeals can be measured using a 15-item, 3-factor index.
dc.date 2010
dc.identifier vudl:178875
dc.source Journal of Advertising 39(2), 2010, 5-20.
dc.language en
license.mdRef http://digital.library.villanova.edu/copyright.html
agent.name Falvey Memorial Library, Villanova University
klk
has_thumbnail true
THUMBNAIL_contentDigest_type MD5
THUMBNAIL_contentDigest_digest 203c69e18f4f46c81e9892448d2c07cd
THUMBNAIL_contentLocation_type INTERNAL_ID
THUMBNAIL_contentLocation_ref http://hades.library.villanova.edu:8088/fedora/get/vudl:178875/THUMBNAIL/2013-01-22T07:44:41.676Z
relsext.hasModel info:fedora/vudl-system:CoreModel
info:fedora/vudl-system:CollectionModel
info:fedora/vudl-system:ResourceCollection
relsext.itemID oai:digital.library.villanova.edu:vudl:178875
relsext.isMemberOf info:fedora/vudl:178787
relsext.hasLegacyURL http://digital.library.villanova.edu/Villanova%20Digital%20Collection/Faculty%20Fulltext/Taylor%20C%20Raymond/TaylorCRaymond-db3b684f-018d-4288-ad8c-be67c6196b7b.xml
relsext.sortOn title
relsext.sequence vudl:178787#30
_version_ 1504179125778120704
score 13.687611
subpages