Consumers’ Attitudes toward Unsolicited Commercial E-mail
نویسندگان
چکیده
Using Psychological Reactance as the framework, this study sought to understand consumer attitudes towards two major direct marketing techniques: unsolicited commercial e-mail and postal direct mail. In particular, audience perceptions of advertising intrusiveness, perceived loss of control (as conceptualized by Psychological Reactance), and irritation regarding the direct marketing techniques were investigated. The results of this survey study (N=119) indicated that recipients perceived unsolicited e-mails as more intrusive and irritating than postal direct mail. This study contributed to the theory of Psychological Reactance by indicating that recipients did not feel a loss of control regarding spam, thus Psychological Reactance was not fully supported in the context of these marketing communication techniques. Suggestions for direct marketing practitioners conclude the paper.
منابع مشابه
The influence of the commercial features of the Internet on the adoption of e-commerce by consumers
1567-4223/$ see front matter 2010 Elsevier B.V. A doi:10.1016/j.elerap.2010.04.006 * Corresponding author. Tel.: +942 20 16 61; fax: + E-mail addresses: [email protected] (A. Herrero (I. Rodriguez del Bosque). 1 Tel.: +942 20 16 38; fax: +942 20 18 90. Taking the Theory of Planned Behavior as a theoretical framework, this study analyzes how commercial features of the Internet determine its ado...
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