A Cross-Cultural Comparison of Direct Mail Receptivity

Abstract

Using a model, which includes cognitive, affective and behavioral dimensions, consumers' receptivity to direct mail is studied. Prior to the initial cognitive step of the model, a “pay attention” variable is introduced in order to emphasize the importance of categorization of the incoming direct mail. Then, a cross-cultural comparison is made between French and English Canadians in order to test the stability of the direct mail treatment. Finally, the influence of several individual traits is studied based on previous research comparing the two cultural groups. Well-established cultural traits emerge and influence specific components of the model. These influences bring some interesting insights on the ways direct mail offers are treated by the two cultural groups. Cross-cultural comparisons of direct mail treatment are studied through path analyses and structural equations modeling. Invariance comparison is tested for the traits influence. Most of the expected relationships are supported and results are discussed.

Key Words:

• Direct mail
• receptivity process
• structural equations modeling
• cross-cultural comparison