Effects of Hard Sell Vs Soft Sell Advertisements on Intention to Purchase

Student Author Information

Kari Furrow, University of LynchburgFollow

Location

Memorial Ballroom, Hall Campus Center

Access Type

Open Access

Entry Number

33

Start Date

4-8-2020 12:00 PM

End Date

4-8-2020 1:15 PM

Department

Psychology

Abstract

This study examines the effects of hard-sell versus soft-sell advertisements on customer intention to purchase. The goal of this study was to determine if there was a relationship between the advertisement type and intention to purchase. The secondary goal was to determine if gender and nationality have an effect on this relationship. College students at the University of Lynchburg were sent a link to a survey to complete for the researcher to collect data. This survey contained two hard-sell and two soft-sell advertisements. After viewing each ad, participants were asked to answer a few questions that were rated by a likert scale. There were two main hypotheses going into this study, (1) Soft sell advertisements will lead to higher likely-hood of purchase and (2) males will prefer hard sell advertisements more where females will prefer soft.

Keywords: hard sell, soft sell, advertisements, gender, nationality, intention to purchase, likelihood of purchase, attitude towards advertisements, ads

Faculty Mentor(s)

Dr. Ei Hlaing

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