- Examining the (in)effectiveness of personalized communication
- 10th International Conference on Research in Advertising (ICORIA)
- Book/source title
- The 10th ICORIA 2011 Berlin: June 23rd-25th 2011: conference programme [DVD]
- European Advertising Academy
- Document type
- Conference contribution
- Faculty of Social and Behavioural Sciences (FMG)
- Amsterdam School of Communication Research (ASCoR)
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, namely generic, identification, raising expectation, contextualization, and combined condition. 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.
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