11A Location, Location...Mailing Location? Postal Address Is a Signal and Affects Consumers

Service firms (i.e., UPS, Regus) have begun offering a new option for personalized business mailboxes. Specifically, unique street addresses are now available. The current research examines consumers’ response to postal address and utilizes signaling theory to show why consumers respond more favorably to a street (vs. PO Box) address.


Woojong Sim, Nicolas Jankuhn, Clark Johnson, Brittney Bauer, and Katie Kelting (2019) ,"11A Location, Location...Mailing Location? Postal Address Is a Signal and Affects Consumers", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 991-991.


Woojong Sim, Saint Louis University, USA
Nicolas Jankuhn, Saint Louis University, USA
Clark Johnson, Saint Louis University, USA
Brittney Bauer, Saint Louis University, USA
Katie Kelting, Saint Louis University, USA


NA - Advances in Consumer Research Volume 47 | 2019

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