| The Effectiveness of Personalized E-mail Newsletters and the Role of Personal Characteristics. | |
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MedLine Citation:
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PMID: 21790275 Owner: NLM Status: Publisher |
Abstract/OtherAbstract:
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Abstract Personalizing communication means creating persuasive messages that refer to aspects of a person's self. Although the use of personalization is increasing, research on its effectiveness is limited and the results are mixed. This study examined the persuasiveness of personalized e-mail newsletters in terms of increased attention, cognitive activity, evaluation, attitude, intention, and behavior by means of an experiment (n=109). Participants randomly received either a personalized or a generic newsletter advertising a sports center. Personalization triggered a more positive evaluation of the message; however, it did not influence the other effect variables. The effects were moderated by consumers' need for uniqueness, trust, and privacy concerns, suggesting that personalization is a good strategy to increase message evaluation only among individuals who have a high need for uniqueness. |
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Authors:
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Ewa Maslowska; Bas van den Putte; Edith G Smit |
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Publication Detail:
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Type: JOURNAL ARTICLE Date: 2011-7-26 |
Journal Detail:
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Title: Cyberpsychology, behavior and social networking Volume: - ISSN: 2152-2723 ISO Abbreviation: - Publication Date: 2011 Jul |
Date Detail:
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Created Date: 2011-7-27 Completed Date: - Revised Date: - |
Medline Journal Info:
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Nlm Unique ID: 101528721 Medline TA: Cyberpsychol Behav Soc Netw Country: - |
Other Details:
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Languages: ENG Pagination: - Citation Subset: - |
Affiliation:
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Amsterdam School of Communication Research, University of Amsterdam , Amsterdam, The Netherlands . |
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From MEDLINE®/PubMed®, a database of the U.S. National Library of Medicine
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