Journal Article Review #2:
Consumers' Attitudes toward Unsolicited Commercial E-mail
and Postal Direct Mail Marketing Methods: Intrusiveness,
Perceived Loss of Control, and Irritation
by
Ricky R. Roulston
Data Analysis Methods
BSBA #4
PURPOSE
Utilizing Psychological Reactance as the framework, the study presented in this article sought
to comprehend the nature and significance of consumer perceptions in relation to two primary
direct marketing methods: unsolicited commercial e-mail (spam) and postal direct mail. Par-
ticularly, audience opinions of advertising intrusiveness, detected loss of control (as perceived
by Psychological Reactance), and annoyance in regards to the direct marketing methods were
examined. The outcome of this survey study (N=119) suggested that participants saw spam as
more intrusive and annoying than postal direct mail. The study lent to the concept of Psycho-
logical Reactance by suggesting that......
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