All Academic, Inc. Research Logo

Info/CitationFAQResearchAll Academic Inc.
Document

Effectiveness of E-mail Marketing in Korea: What Types of E-mail Ads Are Being Read?
Unformatted Document Text:  Effectiveness of E-mail Marketing 6 for cognition are more likely to enjoy situations requiring them to engage in effortful cognitive processing, while consumers low need for cognition are more likely to favor situations requiring minimal cognitive effort. Need for cognition has been found to have a positive relationship with the length of ad message consumption and the recall of the message (Cacioppo, Petty, Feinstein, & Jarvis, 1996). Raman (1996) found that consumers high in need for cognition were more likely to voluntary expose themselves to online advertising messages, and that voluntary exposure encouraged cognitive processing of the ad message. Based on the findings that consumers high in need for cognition tend to spend more time browsing information, it is expected that they also would be more likely to click the e-mail ad message to view the ad’s content. H3. Consumer’s level of need for cognition will be positively related to the consumer’s intention to click the ad. Attitude toward the Ad Many studies on attitude have discussed it as a multi-dimensional construct, including cognitive, affective, and behavioral dimensions (e.g., Lutz, 1991; Ostrom & Upshaw, 1968; Scott, 1968). Even in cases where attitude is regarded as a uni-dimensional construct, these dimensions are usually cited as antecedents (e.g., Zajonc & Markus, 1982). Studies on the effects of attitude toward the ad (A AD ) have found it can influence consumers’ brand choice, their attitude toward the brand (A B ), and their purchasing behavior (e.g., Burke & Edell, 1989; Holbrook & Batra, 1986; Shimp & Dyer, 1981). The A AD construct in this study is defined as an individual’s predisposition to respond in a favorable or unfavorable manner to a particular advertising stimulus during a particular exposure occasion (Lutz, 1985, McKenzie and Lutz, 1989). It is this study’s contention, based supporting research, that a consumer’s reaction (i.e., attitude) to an ad message (i.e., e-mail ad title) can be used to predict their evaluation of the ad and their behavioral

Authors: Won, Woo-Hyun., Lee, Jiyoung. and Lee, Joo-Hyun.
first   previous   Page 8 of 25   next   last



background image
Effectiveness of E-mail Marketing 6
for cognition are more likely to enjoy situations requiring them to engage in effortful cognitive processing,
while consumers low need for cognition are more likely to favor situations requiring minimal cognitive
effort.
Need for cognition has been found to have a positive relationship with the length of ad
message consumption and the recall of the message (Cacioppo, Petty, Feinstein, & Jarvis, 1996). Raman
(1996) found that consumers high in need for cognition were more likely to voluntary expose themselves
to online advertising messages, and that voluntary exposure encouraged cognitive processing of the ad
message. Based on the findings that consumers high in need for cognition tend to spend more time
browsing information, it is expected that they also would be more likely to click the e-mail ad message to
view the ad’s content.
H3.
Consumer’s level of need for cognition will be positively related to the consumer’s
intention to click the ad.

Attitude toward the Ad
Many studies on attitude have discussed it as a multi-dimensional construct, including
cognitive, affective, and behavioral dimensions (e.g., Lutz, 1991; Ostrom & Upshaw, 1968; Scott, 1968).
Even in cases where attitude is regarded as a uni-dimensional construct, these dimensions are usually cited
as antecedents (e.g., Zajonc & Markus, 1982).
Studies on the effects of attitude toward the ad (A
AD
) have found it can influence
consumers’ brand choice, their attitude toward the brand (A
B
), and their purchasing behavior (e.g., Burke
& Edell, 1989; Holbrook & Batra, 1986; Shimp & Dyer, 1981). The A
AD
construct in this study is defined
as an individual’s predisposition to respond in a favorable or unfavorable manner to a particular
advertising stimulus during a particular exposure occasion (Lutz, 1985, McKenzie and Lutz, 1989). It is
this study’s contention, based supporting research, that a consumer’s reaction (i.e., attitude) to an ad
message (i.e., e-mail ad title) can be used to predict their evaluation of the ad and their behavioral


Convention
All Academic Convention makes running your annual conference simple and cost effective. It is your online solution for abstract management, peer review, and scheduling for your annual meeting or convention.
Submission - Custom fields, multiple submission types, tracks, audio visual, multiple upload formats, automatic conversion to pdf.
Review - Peer Review, Bulk reviewer assignment, bulk emails, ranking, z-score statistics, and multiple worksheets!
Reports - Many standard and custom reports generated while you wait. Print programs with participant indexes, event grids, and more!
Scheduling - Flexible and convenient grid scheduling within rooms and buildings. Conflict checking and advanced filtering.
Communication - Bulk email tools to help your administrators send reminders and responses. Use form letters, a message center, and much more!
Management - Search tools, duplicate people management, editing tools, submission transfers, many tools to manage a variety of conference management headaches!
Click here for more information.

first   previous   Page 8 of 25   next   last

©2012 All Academic, Inc.