Turmel, Andrée (1998) The influence of culture and lifestyles on receptivity to direct mail. Masters thesis, Concordia University.
This study is an analysis of the differences in Receptivity toward Direct Mail between Anglophones (English Canadians) and Francophones (French Canadians). A Receptivity toward Direct Mail model is proposed and demonstrated. This model integrates the Pay Attention To, Cognitive, Affective/Motivational, and Behavioral stages as well as various demographic data, lifestyle preferences and culture dimensions (Acculturation and Culture Identity). Due to the exploratory nature of the study, conclusions are formulated in terms of further work to be accomplished to better understand the situation.
|Divisions:||Concordia University > John Molson School of Business|
|Item Type:||Thesis (Masters)|
|Pagination:||ix, 148 leaves ; 29 cm.|
|Degree Name:||Theses (M.Sc.Admin.)|
|Program:||Faculty of Commerce and Administration|
|Thesis Supervisor(s):||Laroche, Michel|
|Deposited By:||Concordia University Libraries|
|Deposited On:||27 Aug 2009 17:13|
|Last Modified:||08 Dec 2010 15:16|
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