Psychological factors affecting perceptions of unsolicited commercial e-mail

Mariko Morimoto, Susan Chang

Research output: Contribution to journalArticle

9 Citations (Scopus)

Abstract

Using the online survey method, this study investigates how consumers regard unsolicited commercial e-mail (spam) and their possible responses. Specifically, the study closely examines the relationships among five key indicators: (a) perceived intrusiveness, (b) perceived irritation, (c) attitudes toward the advertising medium, (d) ad skepticism, and (e) ad avoidance. Also examined is the process of attitude formation concerning unsolicited commercial e-mail. The results indicate that while perceived intrusiveness increases the likelihood of avoiding unsolicited commercial e-mail, perceived irritation tends to raise the degree of ad skepticism.

Original languageEnglish
Pages (from-to)63-73
Number of pages11
JournalJournal of Current Issues and Research in Advertising
Volume31
Issue number1
DOIs
Publication statusPublished - 2009
Externally publishedYes

Fingerprint

Electronic mail
Psychological factors
Skepticism
Advertising media
Avoidance
Spam
Online survey

ASJC Scopus subject areas

  • Marketing

Cite this

Psychological factors affecting perceptions of unsolicited commercial e-mail. / Morimoto, Mariko; Chang, Susan.

In: Journal of Current Issues and Research in Advertising, Vol. 31, No. 1, 2009, p. 63-73.

Research output: Contribution to journalArticle

@article{07c646ff97804a1394256e3e62a982a4,
title = "Psychological factors affecting perceptions of unsolicited commercial e-mail",
abstract = "Using the online survey method, this study investigates how consumers regard unsolicited commercial e-mail (spam) and their possible responses. Specifically, the study closely examines the relationships among five key indicators: (a) perceived intrusiveness, (b) perceived irritation, (c) attitudes toward the advertising medium, (d) ad skepticism, and (e) ad avoidance. Also examined is the process of attitude formation concerning unsolicited commercial e-mail. The results indicate that while perceived intrusiveness increases the likelihood of avoiding unsolicited commercial e-mail, perceived irritation tends to raise the degree of ad skepticism.",
author = "Mariko Morimoto and Susan Chang",
year = "2009",
doi = "10.1080/10641734.2009.10505257",
language = "English",
volume = "31",
pages = "63--73",
journal = "Journal of Current Issues and Research in Advertising",
issn = "1064-1734",
publisher = "Taylor and Francis Ltd.",
number = "1",

}

TY - JOUR

T1 - Psychological factors affecting perceptions of unsolicited commercial e-mail

AU - Morimoto, Mariko

AU - Chang, Susan

PY - 2009

Y1 - 2009

N2 - Using the online survey method, this study investigates how consumers regard unsolicited commercial e-mail (spam) and their possible responses. Specifically, the study closely examines the relationships among five key indicators: (a) perceived intrusiveness, (b) perceived irritation, (c) attitudes toward the advertising medium, (d) ad skepticism, and (e) ad avoidance. Also examined is the process of attitude formation concerning unsolicited commercial e-mail. The results indicate that while perceived intrusiveness increases the likelihood of avoiding unsolicited commercial e-mail, perceived irritation tends to raise the degree of ad skepticism.

AB - Using the online survey method, this study investigates how consumers regard unsolicited commercial e-mail (spam) and their possible responses. Specifically, the study closely examines the relationships among five key indicators: (a) perceived intrusiveness, (b) perceived irritation, (c) attitudes toward the advertising medium, (d) ad skepticism, and (e) ad avoidance. Also examined is the process of attitude formation concerning unsolicited commercial e-mail. The results indicate that while perceived intrusiveness increases the likelihood of avoiding unsolicited commercial e-mail, perceived irritation tends to raise the degree of ad skepticism.

UR - http://www.scopus.com/inward/record.url?scp=84859087152&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=84859087152&partnerID=8YFLogxK

U2 - 10.1080/10641734.2009.10505257

DO - 10.1080/10641734.2009.10505257

M3 - Article

VL - 31

SP - 63

EP - 73

JO - Journal of Current Issues and Research in Advertising

JF - Journal of Current Issues and Research in Advertising

SN - 1064-1734

IS - 1

ER -