Author： Saaksjarvi Maria Pol Gratiana
Publisher： Inderscience Publishers
ISSN： 1477-5212
Source： International Journal of Internet Marketing and Advertising, Vol.4, Iss.1, 2007-08, pp. : 26-36
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Abstract
Previous studies on personalisation have tended to focus on its positive effects, highlighting advantages for both marketers and consumers. This study compares consumer reactions towards both types of messages and shows that a key variable from motivational psychology, consumer mind-sets, explains differences in consumer reaction to promotional messages. In contrast to previous literature, we find that personalisation is not always advantageous. Consumers in certain mind-sets do not wish to receive promotional messages at all, which makes the use of personalised messages more of a waste of money than the utilisation of non-personalised messages would. Further, in these cases, promotional messages might actually counteract the marketing effort involved.
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