Is Personalized Communication Superior? the Effectiveness of Personalization and the Role of Consumers’ Characteristics

Personalized communication has become a very popular marketing strategy, but the research on its effectiveness is still limited. This study examined the persuasiveness of personalized digital newsletters in terms of increased attention, cognitive activity, evaluation, attitude, intention, and behavior. Participants (N = 289) were randomly exposed to one of five experimental conditions: generic, identification, raising expectation, contextualization, and a combination. The personalized messages were not found to be more persuasive than the generic message. The effects were moderated by individuals’ need for cognition and privacy concerns. Theoretical and practical implications are discussed.



Citation:

Ewa Maslowska, Edith Smit, and Bas van den Putte (2011) ,"Is Personalized Communication Superior? the Effectiveness of Personalization and the Role of Consumers’ Characteristics", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 91-96.

Authors

Ewa Maslowska, University of Amsterdam, ASCoR, the Netherlands
Edith Smit, University of Amsterdam, ASCoR, the Netherlands
Bas van den Putte, University of Amsterdam, ASCoR, the Netherlands



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 9 | 2011



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