TY  - JOUR
PY  - 2011//
TI  - The Effectiveness of Personalized E-mail Newsletters and the Role of Personal Characteristics
JO  - Cyberpsychology, behavior and social networking
A1  - Maslowska, Ewa
A1  - Putte, Bas van den
A1  - Smit, Edith G.
SP  - 765
EP  - 770
VL  - 14
IS  - 12
N2  - 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>
LA  - en
SN  - 2152-2715
UR  - http://dx.doi.org/10.1089/cyber.2011.0050
ID  - ref1
ER  -