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Effectiveness of E-mail Marketing in Korea: What Types of E-mail Ads Are Being Read?
Unformatted Document Text:  Effectiveness of E-mail Marketing 15 References Batra, R., & Ray, M. L. (1986). Affective responses mediating acceptance of advertising. The Journal of Consumer Research, 13(2), 234-249. Briggs, R., & Hollis, N. (1997). Advertising on the web: is there response before click-through? Journal of Advertising Research, 37(2), 33-35. Burke, M. C., & Edell, J. A. (1989). The impact of feelings on ad-based affect and cognition. Journal of Marketing Research, 26, 69-83. Cacioppo, J. T., & Petty, R. E. (1982). The need for cognition. Journal of Personality and Social Psychology, 42(1), 116-131. Cacioppo, J. T., Petty, R. E., Feinstein, J. A., & Jarvis, W. B. G. (1996). Dispositional differences in cognitive motivation: The life and times of individuals varying in need for cognition. Psychological Bulletin, 119(2), 197-253. Cacioppo, J. T., Petty, R. E., & Kao, C. F. (1984). The efficient assessment of need for cognition. Journal of Personality Assessment, 48(3), 306-307. Chattopadhyay, A., & Nedungadi, P. (1992). Does attitude toward the ad endure? The moderating effects of attention and delay. Journal of Consumer Research, 19(June), 26-33. Cho, C. -H. (1999). How advertising works on the WWW : Modified elaboration likelihood model, Journal of Current Issues and Research in Advertising, 21(1), 33-50. DoubleClick (2002). DoubleClick 2002 Consumer Email Study. Retrieved Oct. 24, 2002, from http://www.doubleclick.com/us/knowledge/documents/research/dc_consumer_email_0111.pdf Ducoffe, R. H. (1996). Advertising value and advertising on the web. Journal of Advertising Research, 36(September/October), 21-35. DoubleClick (2002). DoubleClick 2001 Consumer Email Study. Retrieved Oct. 20, 2002, from http://www.doubleclick.com/us/knowledge/documents/research/dc_consumer_ email_0210.pdf

Authors: Won, Woo-Hyun., Lee, Jiyoung. and Lee, Joo-Hyun.
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Effectiveness of E-mail Marketing 15
References
Batra, R., & Ray, M. L. (1986). Affective responses mediating acceptance of advertising. The
Journal of Consumer Research, 13(2), 234-249.
Briggs, R., & Hollis, N. (1997). Advertising on the web: is there response before click-through?
Journal of Advertising Research, 37(2), 33-35.
Burke, M. C., & Edell, J. A. (1989). The impact of feelings on ad-based affect and cognition.
Journal of Marketing Research, 26, 69-83.
Cacioppo, J. T., & Petty, R. E. (1982). The need for cognition. Journal of Personality and Social
Psychology, 42(1), 116-131.
Cacioppo, J. T., Petty, R. E., Feinstein, J. A., & Jarvis, W. B. G. (1996). Dispositional differences
in cognitive motivation: The life and times of individuals varying in need for cognition. Psychological
Bulletin, 119(2), 197-253.
Cacioppo, J. T., Petty, R. E., & Kao, C. F. (1984). The efficient assessment of need for cognition.
Journal of Personality Assessment, 48(3), 306-307.
Chattopadhyay, A., & Nedungadi, P. (1992). Does attitude toward the ad endure? The moderating
effects of attention and delay. Journal of Consumer Research, 19(June), 26-33.
Cho, C. -H. (1999). How advertising works on the WWW : Modified elaboration likelihood model,
Journal of Current Issues and Research in Advertising, 21(1), 33-50.
DoubleClick (2002). DoubleClick 2002 Consumer Email Study. Retrieved Oct. 24, 2002, from
http://www.doubleclick.com/us/knowledge/documents/research/dc_consumer_email_0111.pdf
Ducoffe, R. H. (1996). Advertising value and advertising on the web. Journal of Advertising
Research, 36(September/October), 21-35.
DoubleClick (2002). DoubleClick 2001 Consumer Email Study. Retrieved Oct. 20, 2002, from
http://www.doubleclick.com/us/knowledge/documents/research/dc_consumer_ email_0210.pdf


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