Measuring Soft-Sell Versus Hard-Sell Advertising Appeals
By Shintaro Okazaki, Barbara Mueller, C. R. Taylor. 2010
167 citations recorded by the source corpus.
Subfields: Marketing, Organizational Behavior and Human Resource Management
View Paper: https://www.semanticscholar.org/paper/826875ffb1ff2201c0442173a5d15c2b2daaaa88
How researchers see this paper
The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.
In Marketing
- Haiyun Zhu
- Yung Kyun Choi
- Jörg Henseler
- Mikyoung Kim
- Marko Sarstedt
- Christian M. Ringle
- Florian Schuberth
- Joseph F. Hair
In Organizational Behavior and Human Resource Management
- Jörg Henseler
- Marko Sarstedt
- Christian M. Ringle
- Florian Schuberth
- Joseph F. Hair
- Jun-Hwa (Jacky) Cheah
- José L. Roldán
- Hiram Ting
Citations in the corpus
- Bridging Design and Behavioral Research With Variance-Based Structural Equation Modeling (2017, background): “…believability and information source value (O’Cass 2002), e-mail viral marketing (San Jos e-Cabezudo and Camarero-Izquierdo 2012), integrated marketing communication ability (Luxton, Reid, and Mavondo 2015), and advertising and selling practices (Okazaki, Mueller, and Taylor 2010a, 2010b).”
- Social media advertising endorsement: the role of endorser type, message appeal and brand familiarity (2021, background): “Hard-sell appeals often mention factual information explicitly, including comparisons with competing products or specific distinguishing features of the product that give it a performance advantage or some other dimension relevant to consumers (okazaki, Mueller, and Taylor 2010).”