CHAPTER 5

Consumer Decision Making and the Role of Email

Up to this point, we have discussed the “how” of email marketing by reviewing the fundamentals of email design and common techniques for measuring performance. Let us now move to the questions of “when” and “what” to send. To answer these questions, we must possess a deeper understanding of consumer behavior. Accordingly, in this chapter, we first present a general model of the process consumers go through en route to making decisions about product purchases. Subsequently, we adopt the perspective of marketers who wish to influence or facilitate this process. From this perspective, rather than focusing on the steps consumers go through, we describe a “hierarchy of effects” model that focuses ...

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