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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 5 only”) were found to decrease click-through rates (DoubleClick & I/PRO, 1996, in Hofacker & Murphy, 1998). Other studies on banner ad effectiveness have examined message-related characteristics and reported similar results (e.g., Ju-Pak, 1999; Li, 1998; Li & Bukovac, 1999). For example, Li and Bukovac (1999) found that animated banner ads generated higher recall. Given their resemblance, the results discussed above are applied to marketing e-mail messages. Similar to the messages on a banner ad, the title of an e-mail is also intended to generate instant interaction from the reader. Based on the findings from the DoubleClick and I/PRO’s (1996, in Hofacker & Murphy, 1998) report, it is hypothesized that different e-mail titles will generate different responses from the receivers. H2a. Consumers will show different attitude toward the ad for different titles of e-mail ads. H2b. Consumers will show different intention to click the ad for different titles of e-mail ads. Need for Cognition Clicking a certain e-mail ad message to see further information would be influenced not only by the message characteristics (i.e., message title), but also by the consumer’s individual psychological characteristics. For instance, Srinivasan and Tikoo (1992) emphasized the role of personality in explaining consumers’ information processing of advertisments. Briggs and Hollis (1997) argued that click-through rate was more closely related to an individual consumer’s characteristics than the message characteristics. In a similar vein, Cho (1999) found that when a consumer had low involvement with a specific product, specific message-related characteristics were more effective at increasing the click-through rate of banner ads (e.g., ad size, use of animation). The current study proposes need for cognition as an individual personality trait that influence a consumers’ message-clicking behavior. Need for cognition has been studied extensively in the literature of marketing, advertising, consumer behavior, and mass communication. It refers to an individual’s tendency to engage in and enjoy thinking (Cacioppo & Petty, 1982). Consumers high in need

Authors: Won, Woo-Hyun., Lee, Jiyoung. and Lee, Joo-Hyun.
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Effectiveness of E-mail Marketing 5
only”) were found to decrease click-through rates (DoubleClick & I/PRO, 1996, in Hofacker & Murphy,
1998). Other studies on banner ad effectiveness have examined message-related characteristics and
reported similar results (e.g., Ju-Pak, 1999; Li, 1998; Li & Bukovac, 1999). For example, Li and Bukovac
(1999) found that animated banner ads generated higher recall.
Given their resemblance, the results discussed above are applied to marketing e-mail
messages. Similar to the messages on a banner ad, the title of an e-mail is also intended to generate
instant interaction from the reader. Based on the findings from the DoubleClick and I/PRO’s (1996, in
Hofacker & Murphy, 1998) report, it is hypothesized that different e-mail titles will generate different
responses from the receivers.
H2a.
Consumers will show different attitude toward the ad for different titles of e-mail ads.
H2b.
Consumers will show different intention to click the ad for different titles of e-mail ads.

Need for Cognition
Clicking a certain e-mail ad message to see further information would be influenced not
only by the message characteristics (i.e., message title), but also by the consumer’s individual
psychological characteristics. For instance, Srinivasan and Tikoo (1992) emphasized the role of
personality in explaining consumers’ information processing of advertisments. Briggs and Hollis (1997)
argued that click-through rate was more closely related to an individual consumer’s characteristics than
the message characteristics. In a similar vein, Cho (1999) found that when a consumer had low
involvement with a specific product, specific message-related characteristics were more effective at
increasing the click-through rate of banner ads (e.g., ad size, use of animation).
The current study proposes need for cognition as an individual personality trait that
influence a consumers’ message-clicking behavior. Need for cognition has been studied extensively in the
literature of marketing, advertising, consumer behavior, and mass communication. It refers to an
individual’s tendency to engage in and enjoy thinking (Cacioppo & Petty, 1982). Consumers high in need


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