Consumer adoption of No Junk Mail stickers: An extended planned behavior model assessing the respective role of store flyer attachment and perceived intrusiveness

Simon, Françoise

Journal of Retailing and Consumer Services, 2016, vol. 29, issue C, 12-21

Abstract: Although store flyers play a crucial role in retailer communication, their environmental burden has raised a public debate, fostering No Junk Mail sticker adoption by a growing number of households. This study proposes and tests a planned behavior model of consumer intentions towards adopting a sticker that extends to the sticker adoption alternative (i.e., receiving store flyers) by introducing store flyer attachment and perceived intrusiveness as two potential intent determinants. While confirming the relevance of the extended model, the findings support a typology of store flyer consumers that enlighten retailers on possible shifts in their audience.

Keywords: Store flyers; Direct mail; Advertising avoidance; Intrusiveness; Media attachment; Media commitment; Ad skepticism; Planned behavior model; Structural equation modeling; Cluster analysis (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (5)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:29:y:2016:i:c:p:12-21

DOI: 10.1016/j.jretconser.2015.11.003

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