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Consumer appraisals of mobile marketing communications

Andrews, Lynda, Drennan, Judy, & Russell-Bennett, Rebekah (2006) Consumer appraisals of mobile marketing communications. In Ali, Y. & van Dessel, M. (Eds.) ANZMAC 2006 Conference Proceedings, 4 - 6 December 2006, Brisbane, QLD.

Abstract

This paper reports on a study that investigates the emotions elicited from appraising SMS-based mobile marketing (m-marketing) communications under three marketing conditions: product consistency, incentives and permission giving. Results from the experimental design show that appraising m-marketing communications elicits both single emotions and mixed emotions; that is, a mixture of positive and negative emotions in the same response. Additionally, the results show that the influence of specific marketing conditions may increase or reduce the intensity of the emotions elicited. This study contributes to marketing practice by examining consumer appraisals of m-marketing communications under different combinations of marketing conditions. The results provide insights into which emotions are likely to be elicited as a result, and how a specific marketing condition might influence their levels of intensity. The study contributes to marketing theory also through combining appraisal theory with Richins (1997) consumption emotion set.

Impact and interest:

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ID Code: 24023
Item Type: Conference Paper
Keywords: Emotions, Mobile Phones, Appraisals
ISBN: 1741071593
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing not elsewhere classified (150599)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2006 [please consult the author]
Deposited On: 18 Jun 2009 00:19
Last Modified: 07 Sep 2012 21:00

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