Consumers' Attitudes Toward Unsolicited Commercial E-Mail

Journal Article Review #2:

Consumers' Attitudes toward Unsolicited Commercial E-mail

and Postal Direct Mail Marketing Methods: Intrusiveness,

Perceived Loss of Control, and Irritation

by

Ricky R. Roulston

Data Analysis Methods

BSBA #4

PURPOSE

Utilizing Psychological Reactance as the framework, the study presented in this article sought

to comprehend the nature and significance of consumer perceptions in relation to two primary

direct marketing methods: unsolicited commercial e-mail (spam) and postal direct mail. Par-

ticularly, audience opinions of advertising intrusiveness, detected loss of control (as perceived

by Psychological Reactance), and annoyance in regards to the direct marketing methods were

examined. The outcome of this survey study (N=119) suggested that participants saw spam as

more intrusive and annoying than postal direct mail. The study lent to the concept of Psycho-

logical Reactance by suggesting that participants did not perceive a loss of control concerning

unsolicited commercial e-mail, therefore Psychological Reactance was not amply corroborated

in the frame of reference to these marketing communication methods.

PRIMARY QUESTIONS ADDRESSED

Some of the questions addressed in this article are as follows: the definitions of Unsolicited

Commercial E-mail (Spam) and Postal Direct Mail (Direct Mail).

1. Spam is defined as any commercial electronic communication from marketers that con-

sumers did not request.

2. Direct mail is defined as any unsolicited postal mail piece in which the sender has the inten-

tion of selling products and/or services to the receiver.

The study in this article also describes three determinants that may foretell consumers' feelings

in regards to direct marketing communication methods concerning the utilization of direct mail

and spam:

1. Perceived Advertising Intrusiveness-can be described as the level in which an undesired

marketing communication intervenes with an individual's intellectual capacity to perform

operations and tasks, in addition to the hindrance with media contents not to mention inde-

cent material. From the perspective of consumer privacy, intrusion can be described as in-

fringement upon an individual's solitude, as well as the intrusion upon one's private matters.

2. Psychological Reactance-is unwanted direct marketing communication announcements that

may enhance the feeling of loss of control in consumers' minds. For this study, discerned

loss of control can be described as the level to which a consumer senses a loss of control in

managing their projects because of intrusive ads.

3. Irritation Caused by Direct Marketing Communication-the third factor that can be influen-

tial on consumer attitudes towards advertising is the level of annoyance. For this study, the

construct of ad irritation is based on the definition proposed by Aaker and Bruzzone (1985):

the negative, impatient, and displeasing feeling of individual consumers caused by various

forms of advertising stimuli (Morimoto & Chang, 2006).

SYNOPSIS

The study presented in this article brings into comparison audience opinions of advertising in-

trusiveness, loss of control, and irritation for direct marketing and spam that can point to the

repercussions anticipated by Psychological Reactance. Although both direct mail and spam have

been a significant influential factor in recent direct marketing methods, there has not been very

many quantitative investigations that associate the influences of both direct mail and spam on

consumer attitudes in relation to direct marketing communication methods (Morimoto & Chang,

2006). In order to recognize the greatest cost effective combination of direct marketing commu-

nication methods in which to efficiently obtain their desired audiences, it is necessary that mar-

keters comprehend the likely effects of each individual communication practice.

RESEARCH METHODOLOGY & PROCEDURES

The writers of this article utilized five ordinal scales adjusted from prior studies to weigh five

constructs (including potential covariates for this study): (1) Psychological Reactance (perceived

loss of control); (2) ad intrusiveness of either postal direct mail or spam; (3) ad irritation of either

postal direct mail or spam; in addition to (4) attitudes towards the advertising medium (spam or

postal direct mail); and (5) attitudes toward direct marketing as a practice in general (weighed as

a potential covariate). Data is illustrated in this article in the form of one table showing a total

of eleven items utilized to weigh usual attitudes towards direct marketing methods, one table

showing the independent sample T-test results on gender difference, and one table showing an

analysis of covariance (ANCOVA) which was executed, determining attitudes toward direct

marketing (Morimoto & Chang, 2006).

GENERAL FINDINGS, CONCLUSIONS, AND RECOMMENDATIONS

I am of the opinion that all marketers, either utilizing direct mail or spam, would benefit from

exposure to this journal article because the data presented may help them determine which

marketing communication methods are best for their campaign to acquire and maintain good

customer relations. The writers of this journal article assume the reader will have some knowl-

edge of marketing techniques, different communication medium, human psychology, and cus-

tomer relations. It seems that in association with direct marketing practitioners, the utilization of

spam will keep on being a more desirable communication means because of its cost effiency and

hyperactivity. Nonetheless, upon close scrutiny of the tendencies and expenditure levels among

advertising practices, it also appears that customary postal direct mail remains an attractive com-

munication tool with marketers. Like ordinary advertising and promotional efforts in which

marketers' usually apply various communication methods to make contact with the target audi-

ence, direct marketers also are apt to utilize numerous communication channels to make the most

of their reach to the target audience. In order to have prosperous direct marketing campaigns,

advertisers are encouraged to appreciate consumer attitudes towards multiple communication

practices along with direct mail and unsolicited commercial e-mail, and the psychological condi-

tions generated by these communication methods. Consequently, it is crucial to examine the

likely causes for consumer annoyance toward ads, in addition to contributors that undoubtedly

shape consumer impressions of ads considering that they are subject to shape consumers' buying

decisions in the long run. In consideration, this study illustrates that the viewpoints regarding

postal direct mail and spam are quite distinct. Particularly, direct mail is ascertained as intrusive

and annoying to recipients. Therefore, as a rule of thumb, it is suggested that all direct marketing

communications in one way or the other serve some useful purpose for the recipient.

REFERENCE

Morimoto, M., & Chang, S. (Fall 2006). Consumers' Attitudes toward Unsolicited Commercial

E-mail and Postal Direct Mail Marketing Methods: Intrusiveness, Perceived Loss of Control,

and Irritation. Journal of Interactive Advertising, 7(1), 8-20.