Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

Which is more annoying, spam or direct mail?

06.11.2006
You open up your e-mail inbox and are inundated with spam that offers everything from inkjet cartridges to “investment opportunities” that are obviously too good to be true.

You open up your mailbox at home to find more unsolicited ads, everything from pizza coupons to credit card offers.

Ever wonder which is more annoying?

According to a new study by a researcher in the University of Georgia Grady College of Journalism and Mass Communication, most people find spam more intrusive and irritating than direct mail. The study, published in the fall issue of the Journal of Interactive Advertising, also explores why people find spam so annoying.

“Overall, spam definitely is regarded as more annoying, irritating and intrusive than postal direct mail,” said Mariko Morimoto, assistant professor of advertising. “That was pretty much our hypothesis. And while it’s easy to figure out that spam is more annoying, I also wanted to know why.”

Morimoto and study co-author Susan Chang, assistant professor of advertising and public relations at the University of Miami, randomly assigned 119 college students to a survey that asked about either spam or direct mail. On a scale of one to seven, where one is most intrusive and seven is least intrusive, students gave spam an average intrusiveness score of 1.93 compared to 4.24 for direct mail. For irritation, the average score was 2.46 for spam compared to 3.87 for direct mail.

Results from a focus group study conducted by Morimoto and Chang found that people find spam more intrusive than direct mail because it makes it harder to get to legitimate and wanted messages. Discarding direct mail, on the other hand, wasn’t perceived as time consuming.

And while spam often contains adult content or other inappropriate material, direct mail pieces often contain potentially useful items such as sales promotions and easy-to-use coupons. E-mailed coupons must be printed, which is an extra step that consumers would rather not have to take.

Morimoto’s focus group participants also said that the cost associated with direct mail leads them to believe that they’re getting information from a reputable company. Because spam is inexpensive to send, consumers tend view spammers as being less reputable.

Despite the negative feelings associated with spam, Morimoto said it can be effective when used properly. Her focus group work found that people don’t seem to mind receiving e-mails from companies with which they have previously done business.

Morimoto, for example, doesn’t mind e-mailed suggestions from Amazon.com based on previous purchases. E-mails that read, “Mariko Morimoto, do you need a college degree?” on the other hand, are not welcome.

“If you cultivate your relationship with consumers in some other venue and then extend that effort to e-mails, then spam can work,” she said.

Sam Fahmy | EurekAlert!
Further information:
http://www.uga.edu

More articles from Studies and Analyses:

nachricht Rutgers-led innovation could spur faster, cheaper, nano-based manufacturing
14.02.2018 | Rutgers University

nachricht New study from the University of Halle: How climate change alters plant growth
12.01.2018 | Martin-Luther-Universität Halle-Wittenberg

All articles from Studies and Analyses >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: In best circles: First integrated circuit from self-assembled polymer

For the first time, a team of researchers at the Max-Planck Institute (MPI) for Polymer Research in Mainz, Germany, has succeeded in making an integrated circuit (IC) from just a monolayer of a semiconducting polymer via a bottom-up, self-assembly approach.

In the self-assembly process, the semiconducting polymer arranges itself into an ordered monolayer in a transistor. The transistors are binary switches used...

Im Focus: Demonstration of a single molecule piezoelectric effect

Breakthrough provides a new concept of the design of molecular motors, sensors and electricity generators at nanoscale

Researchers from the Institute of Organic Chemistry and Biochemistry of the CAS (IOCB Prague), Institute of Physics of the CAS (IP CAS) and Palacký University...

Im Focus: Hybrid optics bring color imaging using ultrathin metalenses into focus

For photographers and scientists, lenses are lifesavers. They reflect and refract light, making possible the imaging systems that drive discovery through the microscope and preserve history through cameras.

But today's glass-based lenses are bulky and resist miniaturization. Next-generation technologies, such as ultrathin cameras or tiny microscopes, require...

Im Focus: Stem cell divisions in the adult brain seen for the first time

Scientists from the University of Zurich have succeeded for the first time in tracking individual stem cells and their neuronal progeny over months within the intact adult brain. This study sheds light on how new neurons are produced throughout life.

The generation of new nerve cells was once thought to taper off at the end of embryonic development. However, recent research has shown that the adult brain...

Im Focus: Interference as a new method for cooling quantum devices

Theoretical physicists propose to use negative interference to control heat flow in quantum devices. Study published in Physical Review Letters

Quantum computer parts are sensitive and need to be cooled to very low temperatures. Their tiny size makes them particularly susceptible to a temperature...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

VideoLinks
Industry & Economy
Event News

2nd International Conference on High Temperature Shape Memory Alloys (HTSMAs)

15.02.2018 | Event News

Aachen DC Grid Summit 2018

13.02.2018 | Event News

How Global Climate Policy Can Learn from the Energy Transition

12.02.2018 | Event News

 
Latest News

Researchers invent tiny, light-powered wires to modulate brain's electrical signals

21.02.2018 | Life Sciences

The “Holy Grail” of peptide chemistry: Making peptide active agents available orally

21.02.2018 | Life Sciences

Atomic structure of ultrasound material not what anyone expected

21.02.2018 | Materials Sciences

VideoLinks
Science & Research
Overview of more VideoLinks >>>