Visual Perception and Consumer Reaction in Email Marketing
- Ming CHEUNG (Principal Investigator)Department of Media and Communication
DescriptionWith the increasing popularity of the Internet, email marketing has become a convenient and dynamic mode of communication that enables business organizations and personal sellers to promote their products or services at a much lower cost and with a potentially more global reach. However, in the existing literature, a comprehensive analysis is lacking of the relations between the presentation methods of email sales messages and consumers' perceptions and reactions towards sales propositions. This project aims to fill this gap by investigating and explaining patterns of visual perception and consumer reaction in email marketing. The empirical research will encompass a series of field or laboratory experiments. The findings will help inform relevant strategies to enhance persuasion effectiveness in sales promotion. The conclusions drawn will assist practitioners in the fields of marketing, design, and interactive media to produce and communicate email sales messages more effectively.
|Effective start/end date||1/10/07 → 28/10/10|