Young Young consumers consumers

attitudes toward attitudes toward unsolicited unsolicited commercial commercial messages messages

By Hoang Tu QuynhBy Hoang Tu QuynhLecturer: Duong Trong Hue Lecturer: Duong Trong Hue

What is unsolicited What is unsolicited commercial message?commercial message?

Marketer ConsumerUnsolicite

d commerci

al messages

Consumer

Push Model

Pull Model

Marketer

Request

Commercial Messages

(Dickinger et al. 2004)

Unsolicited commercial Unsolicited commercial messagesmessages

Pull Model Pull Model

Marketers send messages to Marketers send messages to consumers without their prior consumers without their prior permission or request. permission or request.

Attitude Attitude

““An attitude is a person’s enduring An attitude is a person’s enduring favorable or unfavorable favorable or unfavorable evaluations, emotion feelings, and evaluations, emotion feelings, and action tendencies toward some action tendencies toward some object or idea” object or idea” (Kotler 2000)(Kotler 2000)

(Caroll et al. 2007, Tsang et al. 2004, Xu 2007)(Caroll et al. 2007, Tsang et al. 2004, Xu 2007)

Prior studies on Prior studies on consumers’ attitudes consumers’ attitudes towards SMS advertisingtowards SMS advertising

Consumers hold negative Consumers hold negative attitudes about receiving mobile attitudes about receiving mobile advertisements advertisements (Drossos et al. (Drossos et al. 2007, Tsang et al. 2004, Grant & 2007, Tsang et al. 2004, Grant & O’Donohoe 2007) O’Donohoe 2007)

Prior studies on Prior studies on consumers’ attitudes consumers’ attitudes towards SMS advertisingtowards SMS advertisingConsumers find that SMS advertising is irritating

(Muk 2007, Klassen & Cuneo 2007, Xu 2006/2007)

Entertainment is the major factor that affects the attitude, followed by credibility (Xu 2006/2007, Tsang et al. 2004)

Permission based-advertising can grant positive attitude (Tsang et al. 2004)

Young consumers hold strong negative feelings when receiving mobile ads even if permission had been granted (Grant & O’Donohoe 2007)

My Research QuestionMy Research Question

What are the attitudes, intention What are the attitudes, intention and behaviour of young and behaviour of young consumers to receiving consumers to receiving unsolicited commercial unsolicited commercial messages?messages?

FindingsFindings

60% of consumers feel annoying 60% of consumers feel annoying when they receive unsolicited when they receive unsolicited commercial messages.commercial messages.

31% feel neither annoying nor 31% feel neither annoying nor pleasantpleasant

Only 2% feel pleasant Only 2% feel pleasant

Attitudes

53% of consumers don’t have 53% of consumers don’t have the intention to receive the intention to receive unsolicited commercial unsolicited commercial messages. messages.

FindingsFindings

Intention

47% read and then delete it47% read and then delete it

26% read and keep it for later 26% read and keep it for later useuse

17% delete without reading it17% delete without reading it

10% ignore it in the inbox10% ignore it in the inbox

FindingsFindings

Behaviour

Behaviour: Response to Behaviour: Response to unsolicited commercial unsolicited commercial

messagesmessages

Respondents who do not hold very strong Respondents who do not hold very strong negative attitude toward unsolicited negative attitude toward unsolicited commercial message are more likely to read commercial message are more likely to read the message in full length.the message in full length.

Respondents who were willing to receive Respondents who were willing to receive

unsolicited commercial messages tended to unsolicited commercial messages tended to read the whole message read the whole message

Respondents who deleted the messages Respondents who deleted the messages with or without reading them tended not to with or without reading them tended not to response to the messages response to the messages

FindingsFindings

ConclusionConclusion

Consumers’ attitudes of Consumers’ attitudes of unsolicited commercial unsolicited commercial messages are rather negative.messages are rather negative.

Permission is a major factor Permission is a major factor affected how consumers feel affected how consumers feel about SMS ads. about SMS ads.

Implications for Implications for practitionerspractitioners

The negative attitude implies that The negative attitude implies that SMS marketers have to give much SMS marketers have to give much effort to make the unsolicited effort to make the unsolicited commercial message more commercial message more attractive to young people. attractive to young people.

Or marketers should grant Or marketers should grant permission form consumers before permission form consumers before they send commercial message.they send commercial message.