Impact of Gender Differences on the Evaluation of Promotional Emails

Marissa V. Phillip and Rajneesh Suri

Journal of Advertising Research, 2005, vol. 44, issue 04, pages 360-368

Abstract: Advertisers are recognizing the internet s potential for helping firms directly communicate with consumers using media rich emails. Though the efficiency of such emails cannot be denied, their effectiveness needs to be assessed. It is argued that components of promotional emails are likely to be evaluated differently by males and females. The results from a survey suggest that women and men differ in their evaluation of information content and the visual presentation used in emails. Compared to men, women were also more concerned about privacy and preferred to use the media to build social contacts. Implications for using promotional emails are discussed.

Downloads: (external link)
http://journals.camb ... ct_S0021849904040383 link to article abstract page (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Access Statistics for this article

More articles in Journal of Advertising Research from Cambridge University Press
Address: The Edinburgh Building, Shaftesbury Road, Cambridge CB2 2RU UK
Series data maintained by Mike Eden ().