Consumer mind-sets and attitudes towards online marketing messages
Volume: 4, Issue: 1, Pages: 26 - 26
Published: Jan 1, 2007
Abstract
Previous studies on personalisation have tended to focus on its positive effects, highlighting advantages for both marketers and consumers. This study compares consumer reactions towards both types of messages and shows that a key variable from motivational psychology, consumer mind-sets, explains differences in consumer reaction to promotional messages. In contrast to previous literature, we find that personalisation is not always advantageous....
Paper Details
Title
Consumer mind-sets and attitudes towards online marketing messages
Published Date
Jan 1, 2007
Volume
4
Issue
1
Pages
26 - 26
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