Journal Article Review #2:

Consumers' Attitudes toward Unsolicited Commercial E-mail

and Postal Direct Mail Marketing Methods: Intrusiveness,

Perceived Loss of Control, and Irritation

by

Ricky R. Roulston

Data Analysis Methods

BSBA #4

PURPOSE

Utilizing Psychological Reactance as the framework, the study presented in this article sought

to comprehend the nature and significance of consumer perceptions in relation to two primary

direct marketing methods: unsolicited commercial e-mail (spam) and postal direct mail. Par-

ticularly, audience opinions of advertising intrusiveness, detected loss of control (as perceived

by Psychological Reactance), and annoyance in regards to the direct marketing methods were

examined. The outcome of this survey study (N=119) suggested that participants saw spam as

more intrusive and annoying than postal direct mail. The study lent to the concept of Psycho-

logical Reactance by suggesting that......

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Title: Consumers' Attitudes Toward Unsolicited Commercial E-Mail
Approximate Word Count: 1074
Approximate Pages: 5 (250 words per double-spaced page)

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