@article{ref1,
title="The Effectiveness of Personalized E-mail Newsletters and the Role of Personal Characteristics",
journal="Cyberpsychology, behavior and social networking",
year="2011",
author="Maslowska, Ewa and Putte, Bas van den and Smit, Edith G.",
volume="14",
number="12",
pages="765-770",
abstract="Personalizing communication means creating persuasive messages that refer to aspects of a person's self. Although the use of personalization is increasing, research on its effectiveness is limited and the results are mixed. This study examined the persuasiveness of personalized e-mail newsletters in terms of increased attention, cognitive activity, evaluation, attitude, intention, and behavior by means of an experiment (n=109). Participants randomly received either a personalized or a generic newsletter advertising a sports center. Personalization triggered a more positive evaluation of the message; however, it did not influence the other effect variables. The effects were moderated by consumers' need for uniqueness, trust, and privacy concerns, suggesting that personalization is a good strategy to increase message evaluation only among individuals who have a high need for uniqueness.<p /> <p>Language: en</p>",
language="en",
issn="2152-2715",
doi="10.1089/cyber.2011.0050",
url="http://dx.doi.org/10.1089/cyber.2011.0050"
}