Consumers’ attitudes toward direct marketing and purchase intentions

Syed H. Akhter · Srinivas Durvasula

18 citations0/0 files storedJournal of Direct Marketing

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Marketing and Advertising Strategies Digital Marketing and Social Media Consumer Behavior and Marketing Influence

Abstract

Researchers have suggested that attitudes toward the three elements of direct marketing such as source, mode, and response channel, play a significant role in influencing consumers’ intentions to purchase directly marketed products. This study (a) examines and provides support for the influence of consumers’ attitudes on purchase intentions, and (b) presents future research directions and managerial implications.

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1980Understanding Attitudes and Predicting Social Behavior 1956Product Differentiation and Market Segmentation as Alternative Marketing Strategies 1964Perceived Risk and Consumer Decision-Making: The Case of Telephone Shopping 1975Psychographics: A Critical Review 1970Perceived Risk in Mail-Order and Retail Store Buying 1990Marketing research in a marketing environment 1970A Profile of Urban In-Home Shoppers 1974An Analysis of Catalog Buying Behavior

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