Abstract: It is believed that personalized communication succeeds in influencing consumers. This study examined the persuasiveness of personalized e-mail newsletters in terms of increased attention, processing, attitude, intention, and behavior. In addition, consumer-related factors were taken into account. Participants randomly received newsletters containing one of three personalization strategies (identification, raising expectation of personalization, and contextualization) or a nonpersonalized newsletter. The hypothesized superiority of personalization was not confirmed. However, we found different personalization strategies to be effective for different stages of the persuasion process. The effects were moderated by consumers’ need for uniqueness, trust in company, and privacy concerns.
The program Persuasive Communication addresses those communication processes that are intended to achieve specific persuasive goals, as is the case in, for instance, marketing communication, health education, and public information campaigns. The research is aimed at understanding the dynamics that shape uses and effects of mediated persuasive communication. Read more >>
Tag cloudMarketing communication Intercultural communication Entertainment Education Branding Social media Interpersonal communication WOM Advertising Context effects Online advertising Sustainability Product placement Disclosures Food advertising In game advertising Environmental cues Publicity Tailoring Health communication Customer Media Cross-media CommunicAging Media multitasking eWOM Implicit measures Health literacy E-health