A TEST OF THE BEHAVIORAL PERSPECTIVE MODEL IN THE CONTEXT OF AN E-MAIL MARKETING EXPERIMENT.
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...
| Publicado en: | Psychological Record Vol. 63; no. 2; pp. 295 - 308 |
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| Autores principales: | , , , , |
| Formato: | Artículo |
| Publicado: |
Springer Nature
Spring2013
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| Materias: | |
| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=ssf&AN=87083917&site=ehost-live header: @attributes: shortDbName: ssf uiTerm: 87083917 longDbName: Social Sciences Full Text (H.W. Wilson) uiTag: AN controlInfo: bkinfo: jinfo: jid: 00332933 PSD jtl: Psychological Record issn: 00332933 maglogo: N pubinfo: dt: Spring2013 vid: 63 iid: 2 pid: 237 pub: Springer Nature artinfo: ui: 87083917 10.11133/j.tpr.2013.63.2.005 ppf: 295 ppct: 13 formats: fmt: @attributes: type: P size: 439KB tig: atl: A TEST OF THE BEHAVIORAL PERSPECTIVE MODEL IN THE CONTEXT OF AN E-MAIL MARKETING EXPERIMENT. aug: au: Sigurdsson, Valdimar Menon, R. G. Vishnu Sigurdarson, Johannes Pall Kristjansson, Jon Skafti Foxall, Gordon R. affil: Reykjavik University Cardiff University su: Consumer preferences Email systems Consumer behavior Consumer attitudes Marketing Children's books sug: subj: Consumer preferences Email systems Consumer behavior Consumer attitudes Marketing Marketing Consulting Services Book, periodical and newspaper merchant wholesalers Children's books keyword: behavioral economics behavioral perspective model online behavior behavioral economics behavioral perspective model online behavior ab: 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. pubtype: Academic Journal doctype: Article src: R language: English refInfo: copyright: @attributes: flag: N holdings: @attributes: islocal: N |
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