Schematic Information Processing: Direct Marketing and Purchase Decisions

Document Type

Article

Language

eng

Publication Date

Spring 1989

Publisher

Wiley

Source Publication

Journal of Interactive Marketing

Source ISSN

0892-0591

Abstract

This article presents a schematic framework for explaining consumers' cognitive processes involved in evaluating and making purchase decisions of directly marketed products. It argues that schematic representations of the three elements of direct marketing—source, mode, and response—influence consumers' purchase decisions of directly marketed products. The schematic framework not only facilitates the understanding of the direct exchange process, but also provides guidelines for the development of response‐enhancing direct marketing strategies.

Comments

Journal of Interactive Marketing, Vol. 3, No. 2 (Spring 1989): 31-38. DOI.

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