An e-mail marketing experiment based on the behavioral perspective model was conducted to investigate consumer choice. Conversion e-mails were sent to two groups from the same marketing database of registered consumers interested in children's books. The experiment was based on A-B-A-C-A and A-C-A-B-A withdrawal designs and consisted of sending B = utilitarian (economic/functional) and C = informational (social) advertising stimuli with a clear call for action. Key measurements consisted of individuals receiving the e-mail, opening it, clicking on a link, and buying the target books. Aggregated results showed that the informational stimuli were more successful in inducing consumers to open the e-mails whereas the utilitarian stimuli were beneficial in increasing buying behavior. Data for individual consumer behavior indicate possible stimulus control in the case of particular consumers and potentials for functional analysis. The results show different appropriateness of stimuli for shaping consumer responses online and possibilities for translational work in behavior analysis.