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Impact of Gender Differences on the Evaluation of Promotional Emails

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  • PHILLIP, MARISSA V.
  • SURI, RAJNEESH

Abstract

Advertisers are recognizing the internet's potential for helping firms directly communicate with consumers using media rich emails. Though the efficiency of such emails cannot be denied, their effectiveness needs to be assessed. It is argued that components of promotional emails are likely to be evaluated differently by males and females. The results from a survey suggest that women and men differ in their evaluation of information content and the visual presentation used in emails. Compared to men, women were also more concerned about privacy and preferred to use the media to build social contacts. Implications for using promotional emails are discussed.

Suggested Citation

  • Phillip, Marissa V. & Suri, Rajneesh, 2004. "Impact of Gender Differences on the Evaluation of Promotional Emails," Journal of Advertising Research, Cambridge University Press, vol. 44(4), pages 360-368, December.
    • Handle: RePEc:cup:jadres:v:44:y:2004:i:04:p:360-368_04
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    Cited by:

    1. Margaret Moe, 2023. "Podvertising: Podcast Listeners’ Advertising Attitudes, Consumer Actions and Preference for Host-Read Ads," Journal of Economics and Behavioral Studies, AMH International, vol. 14(4), pages 50-66.
    2. Tran, Gina A. & Strutton, David, 2020. "Comparing email and SNS users: Investigating e-servicescape, customer reviews, trust, loyalty and E-WOM," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    3. Puccinelli, Nancy M. & Chandrashekaran, Rajesh & Grewal, Dhruv & Suri, Rajneesh, 2013. "Are Men Seduced by Red? The Effect of Red Versus Black Prices on Price Perceptions," Journal of Retailing, Elsevier, vol. 89(2), pages 115-125.
    4. Babakus, Emin & Yavas, Ugur, 2008. "Does customer sex influence the relationship between perceived quality and share of wallet?," Journal of Business Research, Elsevier, vol. 61(9), pages 974-981, September.
    5. Satinder Kumar & Rishi Raj Sharma, 2014. "An Empirical Analysis of Unsolicited Commercial E-mail," Paradigm, , vol. 18(1), pages 1-19, June.
    6. Sarah Gelper & Ralf van der Lans & Gerrit van Bruggen, 2021. "Competition for Attention in Online Social Networks: Implications for Seeding Strategies," Management Science, INFORMS, vol. 67(2), pages 1026-1047, February.
    7. Francesc González-Reverté & Pablo Díaz-Luque & Joan Miquel Gomis-López & Soledad Morales-Pérez, 2018. "Tourists’ Risk Perception and the Use of Mobile Devices in Beach Tourism Destinations," Sustainability, MDPI, vol. 10(2), pages 1-21, February.

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