RT Journal Article SR Electronic T1 Leveraging Customer Information to Develop Sequential Communication Strategies: JF Journal of Advertising Research JO J Advert Res FD WARC SP 23 OP 41 DO 10.2501/JAR-42-4-23-41 VO 42 IS 4 A1 James W. Peltier A1 John A. Schibrowsky A1 Don E. Schultz YR 2002 UL http://www.journalofadvertisingresearch.com/content/42/4/23.abstract AB In this paper we develop a comprehensive model hat integrates attitudinal, motivational, and psychographical data from customers and combines that with behavioral data to determine the overall impact on interactive relationships. We investigate the sequential or multi-staged nateure of the relationship building process and how these stages impact relationship loyalty. By doing so, longitudinal communication strategies can be developed that help move prospects through the decision process, culminating in long-term loyalty to the organization and/or social cause. Marketing as a discipline has long been criticized for its focus on enhancing corporate rather than consumer welfare. Our model is constructed and tested in a university/alumni giving setting.