Consumers' Attitudes toward Commercial E-mail Spam and Web pop-ups: Interference, Perceived Loss of Control, and Irritation

Abstract

The appeal of commercial e-mail and pop-up communication is evident today, because e-mail and pop-up are both cost effective and time efficient. There is no doubt that e-mail and pop-up is becoming one of the major direct channels for marketers. As the use of commercial e-mail and pop ups increases, it is more and more important for direct mail marketers to understand the process through which e-mail and pop-up campaigns influence consumer attitudes and behavior-mail marketing offers great opportunities for businesses. Marketing activities supported by e-mails and pop-ups allow companies to directly communicate with their consumers without time or location barriers. The topic of advertising via e-mails is of major interest. It addresses consumers with individualized advertising messages via e-mails. This paper discusses its relevance and investigates antecedents of consumer attitudes toward advertising via e-mails and pop-ups. The analysis is based on a consumer survey. For this purpose, a quota sample of 800 Internet users in India has been interviewed. By understanding consumers, attitude toward advertising, designers and marketers can better strategize their advertising designs. A better understanding of interactivity can also help to improve the effectiveness of interactive media such as the Internet. A methodology for studying the factors that contribute to consumers' perceptions of ads is proposed, and implications for Internet-based advertising are discussed.

Keywords: attitude, e-mail spam, privacy, intrusion, advertising medium