Authors: Maria Saaksjarvi, Gratiana Pol
Addresses: HANKEN – Swedish School of Economics and Business Administration, Arkadiankatu 22, P.O. Box 379, 00101 Helsinki, Finland. ' Cheng Design Products, 2808 San Pablo Avenue, Berkeley, CA 94702, USA
Abstract: Previous studies on personalisation have tended to focus on its positive effects, highlighting advantages for both marketers and consumers. This study compares consumer reactions towards both types of messages and shows that a key variable from motivational psychology, consumer mind-sets, explains differences in consumer reaction to promotional messages. In contrast to previous literature, we find that personalisation is not always advantageous. Consumers in certain mind-sets do not wish to receive promotional messages at all, which makes the use of personalised messages more of a waste of money than the utilisation of non-personalised messages would. Further, in these cases, promotional messages might actually counteract the marketing effort involved.
Keywords: consumer mindsets; personalisation; online marketing; marketing strategies; banner ads; product recommendations; scenarios; internet marketing; consumer attitudes; promotional messages; internet advertising; personalised messages.
International Journal of Internet Marketing and Advertising, 2007 Vol.4 No.1, pp.26 - 36
Published online: 09 Aug 2007 *Full-text access for editors Access for subscribers Purchase this article Comment on this article