Athens, Ga. – You open up your e-mail inbox and are inundated with
spam that offers everything from inkjet cartridges to “investment
opportunities” that are obviously too good to be true. You open up your
mailbox at home to find more unsolicited ads, everything from pizza
coupons to credit card offers.
Ever wonder which is more annoying?
According to a new study by a researcher in the University of
Georgia Grady College of Journalism and Mass Communication, most people
find spam more intrusive and irritating than direct mail. The study,
published in the fall issue of the Journal of Interactive Advertising, also explores why people find spam so annoying.
“Overall, spam definitely is regarded as more annoying,
irritating and intrusive than postal direct mail,” said Mariko
Morimoto, assistant professor of advertising. “That was pretty much our
hypothesis. And while it’s easy to figure out that spam is more
annoying, I also wanted to know why.”
Morimoto and study co-author Susan Chang, assistant professor
of advertising and public relations at the University of Miami,
randomly assigned 119 college students to a survey that asked about
either spam or direct mail. On a scale of one to seven, where one is
most intrusive and seven is least intrusive, students gave spam an
average intrusiveness score of 1.93 compared to 4.24 for direct mail.
For irritation, the average score was 2.46 for spam compared to 3.87
for direct mail.
Results from a focus group study conducted by Morimoto and
Chang found that people find spam more intrusive than direct mail
because it makes it harder to get to legitimate and wanted messages.
Discarding direct mail, on the other hand, wasn’t perceived as time
consuming.
And while spam often contains adult content or other
inappropriate material, direct mail pieces often contain potentially
useful items such as sales promotions and easy-to-use coupons. E-mailed
coupons must be printed, which is an extra step that consumers would
rather not have to take.
Morimoto’s focus group participants also said that the cost
associated with direct mail leads them to believe that they’re getting
information from a reputable company. Because spam is inexpensive to
send, consumers tend view spammers as being less reputable.
Despite the negative feelings associated with spam, Morimoto
said it can be effective when used properly. Her focus group work found
that people don’t seem to mind receiving e-mails from companies with
which they have previously done business.
Morimoto, for example, doesn’t mind e-mailed suggestions from
Amazon.com based on previous purchases. E-mails that read, “Mariko
Morimoto, do you need a college degree?” on the other hand, are not
welcome.
“If you cultivate your relationship with consumers in some
other venue and then extend that effort to e-mails, then spam can
work,” she said.
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