Direct Marketing Solicitations: Do They Generate Sales or Consumer Annoyance?

Direct marketing practices affect almost every consumer in the U.S., and both traditional and non-traditional marketers are spending an increasing portion of their budgets on direct marketing solicitation. This study examines how likely these solicitations lead consumers into actual purchases. This study also investigates the possibility that frequent direct marketing efforts generate consumer annoyance. Results show that when consumers are frequently exposed to direct marketing, they tend to be annoyed with the solicitors rather than to purchase from the direct marketer. Implications for direct marketers are drawn from the findings.