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,...
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.
