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
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