Perceptions of hard sell and soft sell vocal styles across countries: Lessons from France and New Zealand

Abstract

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.