Japanese customers tend to favour hard sell advertising appeals according to new study

"Japanese respondents actually rated hard-sell advertisements significantly higher in terms of attitude toward the ad and purchase intention than the soft-sell advertisements"


Source: Global Consumer Culture Positioning:Testing Perceptions of Soft Sell and Hard -Sell Advertising Appeals between U.s and Japanese consumers.


Shintaro Okazaki, Barbara Mueller and Charles.R.Taylor
Journal of International Marketing, Vol.18. No 2,2010. pp20-34.

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