Perceptions of Hard Sell and Soft Sell Vocal Styles across Countries: Lessons from France and New Zealand

This study explores soft sell and hard sell vocal appeals across two different countries, France and New Zealand. We use quantitative and qualitative methods to analyze consumers' familiarity with, and attitudes towards, hard sell (fast, loud, high to mid pitch, upbeat voice conveying energy an...

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Bibliographic Details
Published inJournal of global marketing Vol. 37; no. 3; pp. 212 - 236
Main Authors Desmarais, Fabrice, Vignolles, Alexandra, Mukherjee, Abhishek
Format Journal Article
LanguageEnglish
Published New York Routledge 26.05.2024
Taylor & Francis LLC
Subjects
Advertising
cross-cultural
hard-sell
soft-sell
voice
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Summary:This study explores soft sell and hard sell vocal appeals across two different countries, France and New Zealand. We use quantitative and qualitative methods to analyze consumers' familiarity with, and attitudes towards, hard sell (fast, loud, high to mid pitch, upbeat voice conveying energy and enthusiasm) and soft sell (slow, soft, low to mid pitch voice conveying warmth and allure) vocal advertising messages. Our results indicate that consumers' vocal preference depend on their previous experiences and culture, thus global marketers should take into consideration cultural idiosyncrasies when designing advertising vocal strategies.
ISSN:0891-1762
1528-6975
DOI:10.1080/08911762.2024.2311920