ERIC Number: EJ1017449
Record Type: Journal
Publication Date: 2013
Abstractor: As Provided
Reference Count: 39
Test of the Behavioral Perspective Model in the Context of an E-Mail Marketing Experiment
Sigurdsson, Valdimar; Menon, R. G. Vishnu; Sigurdarson, Johannes Pall; Kristjansson, Jon Skafti; Foxall, Gordon R.
Psychological Record, v63 n2 p295-307 Spr 2013
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.
Descriptors: Marketing, Electronic Mail, Consumer Economics, Purchasing, Childrens Literature, Decision Making, Databases, Foreign Countries, Computer Software, Measurement, Reliability, Validity, Behavioral Science Research
Southern Illinois University Carbondale. Mailcode 4609, Rehabilitation Institute, Carbondale, IL 62901-4609. Tel: 618-536-7704; e-mail: firstname.lastname@example.org; Web site: http://www.siuc.edu/~ThePsychologicalRecord/index.html
Publication Type: Journal Articles; Reports - Research
Education Level: N/A
Authoring Institution: N/A
Identifiers - Location: Iceland