Consumers’ attitudes toward unsolicited commercial e-mail and postal direct mail marketing methods: intrusiveness, perceived loss of control, and irritation

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.
  

Consumers' attitudes toward unsolicited commercial e-mail and postal direct mail marketing methods: intrusiveness, perceived loss of control, and irritation

Mariko MorimotoUniversity of Georgia

Susan ChangUniversity of Miami

INTRODUCTION

In 2005, marketers spent over $52.2 million on direct marketing efforts (Advertising Age 2006). In comparison to other media, more than $26.7 million was spent on network television and approximately $29 million on newspapers (Advertising Age 2006). Direct marketing, particularly traditional postal direct mail and telemarketing, has been a popular technique for advertisers. The introduction of communication technologies, especially the Internet, has dramatically changed the communication strategies of...

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