RT Journal Article
SR Electronic
T1 Impact of Gender Differences on the Evaluation of Promotional Emails
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 360
OP 368
DO 10.1017/S0021849904040383
VO 44
IS 4
A1 Marissa V. Phillip
A1 Rajneesh Suri
YR 2004
UL http://www.journalofadvertisingresearch.com/content/44/4/360.abstract
AB Advertisers are recognizing the internet's potential for helping firms directly communicate with consumers using media rich emails. Though the efficiency of such emails cannot be denied, their effectiveness needs to be assessed. It is argued that components of promotional emails are likely to be evaluated differently by males and females. The results from a survey suggest that women and men differ in their evaluation of information content and the visual presentation used in emails. Compared to men, women were also more concerned about privacy and preferred to use the media to build social contacts. Implications for using promotional emails are discussed.