✦ LIBER ✦

Consumers’ attitudes toward direct marketing and purchase intentions: An empirical investigation

✍ Scribed by Syed H. Akhter; Srinivas Durvasula

Publisher: John Wiley and Sons
Year: 1991
Weight: 769 KB
Volume: 5
Category: Article
ISSN: 0892-0591
DOI: 10.1002/dir.4000050308

No coin nor oath required. For personal study only.

✦ Synopsis

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.

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