Direct Marketing Advertising: The Assents, the Dissents, and the Ambivalents
基于广告评价的七因素模型，探讨消费者对直复营销广告的总体信念，发现支持、反对和矛盾三个细分群体，并分析其态度、信息来源和人口特征差异。
Using an established seven-factor model of advertising evaluation (representing three personal uses of advertising and four social effects of advertising), the authors explore consumers’ global beliefs regarding direct marketing advertising (DMA). Findings indicate that consumers hold positive beliefs regarding some aspects of DMA and negative beliefs regarding some others. Analysis suggests three segments of consumers based on their DMA beliefs: (1) a pro-DMA segment (the largest segment); (2) a critics-of-DMA segment, and (3) an ambivalent-toward DMA segment (30 percent of the sample). These segments differ with respect to their direct marketing attitudes, influence of personal and impersonal information sources, and demographic characteristics.