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

Conference object English OPEN
De Veirman, Marijke; Hudders, Liselot; Cauberghe, Veroline;
  • Subject: appeals | Social Sciences | medium | advertising effectiveness | viral video ads
    acm: ComputingMilieux_MISCELLANEOUS

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 positi... View more
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