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Operant Behavioral Economics for E‐mail Marketing: An Experiment Based on the Behavioral Perspective Model Testing the Effectiveness of Motivational Operation, Utilitarian and Informational Stimuli

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  • Gordon R. Foxall
  • Valdimar Sigurdsson
  • Hinrik Hinriksson
  • R. G. Vishnu Menon

Abstract

The e‐mail marketing literature is limited and scattered and in a search for a more systematic approach to research. The few published studies mostly consist of indirect (attitudinal) measures of behavior instead of a direct measurement of the actual variables of interest—consumer economic choice. Furthermore, published research does not focus on motivational operations despite marketing's emphasis on needs, wants, and personalized marketing. In the current paper, we extend the examination of the Behavioral Perspective Model as a conceptual system for managerial decision making in e‐mail marketing. The experiment tested the applicability of motivational operations and utilitarian and informational contingencies for e‐mail marketing for a hardware and home improvement chain selling bicycle helmets. A motivational‐segmentation analysis of the marketing database was performed prior to the experiment based on the target product appropriateness for consumers. After the segmentation, different types of e‐mails based on altered utilitarian contingencies or a combination of utilitarian and informational contingencies were sent to two groups from the same marketing database of registered consumers interested in receiving special offers. The results showed that the e‐mail marketing's effectiveness were greatest when motivational‐based segmentation and economical (utilitarian) contingencies were applied. Copyright © 2015 John Wiley & Sons, Ltd.

Suggested Citation

  • Gordon R. Foxall & Valdimar Sigurdsson & Hinrik Hinriksson & R. G. Vishnu Menon, 2016. "Operant Behavioral Economics for E‐mail Marketing: An Experiment Based on the Behavioral Perspective Model Testing the Effectiveness of Motivational Operation, Utilitarian and Informational Stimuli," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 37(4-5), pages 337-344, 06-07.
  • Handle: RePEc:wly:mgtdec:v:37:y:2016:i:4-5:p:337-344
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    Cited by:

    1. Lorente-Páramo, Ángel J. & Hernández-García, Ángel & Chaparro-Peláez, Julián, 2020. "Influence of cultural dimensions on promotional e-mail effectiveness," Technological Forecasting and Social Change, Elsevier, vol. 150(C).
    2. Lorente-Páramo, Ángel J. & Chaparro-Peláez, Julián & Hernández-García, Ángel, 2020. "How to improve e-mail click-through rates – A national culture approach," Technological Forecasting and Social Change, Elsevier, vol. 161(C).
    3. Julián Chaparro-Peláez & Ángel Hernández-García & Ángel-José Lorente-Páramo, 2022. "May I have your attention, please? An investigation on opening effectiveness in e-mail marketing," Review of Managerial Science, Springer, vol. 16(7), pages 2261-2284, October.

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