Showing papers by "Sharon Shavitt published in 2008"

Getting too personal: Reactance to highly personalized email solicitations

Abstract: Research on the effects of personalized messages on consumers' be- havioral responses has yielded mixed findings. We explore how e-mail personali- zation influences click-through intentions. Our results suggest that consumers experience personalization reactance in response to highly personalized messages when the fit between the offer in the message and consumers' personal character- istics is not explicitly justified by firms. Consequently, consumers are less willing to respond favorably to the offer. Results of two studies suggest that this effect primarily emerges for consumers who perceive the utility of the service to be relatively low. For those consumers with higher perceived utility, justification of personalization is less important because highly personalized messages are less likely to elicit reactance.

Cross-cultural issues in consumer behavior

Abstract: O ne of the most difficult choices that multinational corporations face is deciding whether to run the same marketing campaign globally or to customize it to the local taste in different countries. In many cases, companies develop their marketing strategy in one country and then do "disaster checking" as they launch the same strategy in other countries instead of trying to discover what would work best in each market (Clegg, 2005). This often leads to ineffective marketing campaigns and damaged reputations. As new global markets emerge, and existing markets become increasingly segmented along ethnic or subcultural lines, the need to market effectively to consumers who have different cultural values has never been more important. Thus, it is no surprise that in the last decade or so, culture has rapidly emerged as a central focus of research in consumer behavior.