Consumers’ response to mass market scam solicitations: profiling scams and responses

Mass marketing scams (MMSs) impact millions of people with financial losses in the billions. Understanding what types MMSs work is key to reducing compliance rate. Inspired by Simon’s work, we designed an experiment examine how four different interest and intention respond solicitations. We first conducted a cluster analysis on 215 actual MMS The revealed distinct solicitations: negative-cold, one-reward letters, high emotionality, scarcity letters where prize mentioned often, very colorful multi-prize low cold letters. In second experiment, 281 participants (recruited MTurk) were randomly assigned read one Our data differences sending money. Furthermore, younger (vs. older) individuals indicated higher solicitation send money rated solicitations as significantly more beneficial less risky. Finally, perceptions risks benefits main driving force behind beyond comply. line ideas, our study highlights need both environment (the solicitations) decision-maker.