Consumers’ Attitudes Toward Direct Marketing and Purchase Intentions: An Empirical Investigation

Authors

Syed Akhter, Marquette UniversityFollow
Srinivas Durvasula, Marquette UniversityFollow

Document Type

Article

Language

eng

Publication Date

Summer 1991

Publisher

Wiley

Source Publication

Journal of Interactive Marketing

Source ISSN

0892-0591

Abstract

Researchers have suggested that attitudes toward the three elements of direct marketing such as source, mode, and response channel, play a significant role in influencing consumers' intentions to purchase directly marketed products. This study (a) examines and provides support for the influence of consumers' attitudes on purchase intentions, and (b) presents future research directions and managerial implications.

Comments

Journal of Interactive Marketing, Vol. 5, No. 3 (Summer 1991): 48-56. DOI.

Recommended Citation

Akhter, Syed and Durvasula, Srinivas, "Consumers’ Attitudes Toward Direct Marketing and Purchase Intentions: An Empirical Investigation" (1991). Marketing Faculty Research and Publications. 241.
https://epublications.marquette.edu/market_fac/241