Psychological factors affecting perceptions of unsolicited commercial e-mail

Mariko Morimoto, Susan Chang

Research output: Contribution to journalArticlepeer-review

15 Citations (Scopus)


Using the online survey method, this study investigates how consumers regard unsolicited commercial e-mail (spam) and their possible responses. Specifically, the study closely examines the relationships among five key indicators: (a) perceived intrusiveness, (b) perceived irritation, (c) attitudes toward the advertising medium, (d) ad skepticism, and (e) ad avoidance. Also examined is the process of attitude formation concerning unsolicited commercial e-mail. The results indicate that while perceived intrusiveness increases the likelihood of avoiding unsolicited commercial e-mail, perceived irritation tends to raise the degree of ad skepticism.

Original languageEnglish
Pages (from-to)63-73
Number of pages11
JournalJournal of Current Issues and Research in Advertising
Issue number1
Publication statusPublished - 2009 Jan 1
Externally publishedYes

ASJC Scopus subject areas

  • Marketing


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