Schematic information processing: Direct marketing and purchase decisions

This article presents a schematic framework for explaining consumers’ cognitive processes involved in evaluating and making purchase decisions of directly marketed products. It argues that schematic representations of the three elements of direct marketing—source, mode, and response—influence consumers’ purchase decisions of directly marketed products. The schematic framework not only facilitates the understanding of the direct exchange process, but also provides guidelines for the development of response-enhancing direct marketing strategies.