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Study on Consumer Attitudes Toward Email and Postal Direct Mail

I found this one through Hendry Lee's blog:

Journal of Interactive Advertising has published an academic paper studying email and postal direct marketing. Here are the hypotheses drawn from this study:

  • Consumers are likely to find spam more intrusive than direct mail.

  • Ad intrusiveness caused by a) spam; b) postal direct mail negatively correlates with attitudes toward the advertising technique.
  • The level of perceived loss of control by consumers will be greater for spam than direct mail.
  • Perceived loss of control mediates the relationship between ad intrusiveness caused by spam and ad irritation.
  • Consumers are likely to experience a higher level of advertising irritation from spam than direct mail communications.
  • The degree of advertising irritation caused by a) spam; b) postal direct mail is negatively correlated with attitudes toward the advertising technique.

For methods of measurements, refer to the paper for details.

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