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The influence of culture and lifestyles on receptivity to direct mail

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The influence of culture and lifestyles on receptivity to direct mail

Turmel, Andrée (1998) The influence of culture and lifestyles on receptivity to direct mail. Masters thesis, Concordia University.

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Abstract

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)
Authors:Turmel, Andrée
Pagination:ix, 148 leaves ; 29 cm.
Institution:Concordia University
Degree Name:Theses (M.Sc.Admin.)
Program:Faculty of Commerce and Administration
Date:1998
Thesis Supervisor(s):Laroche, Michel
ID Code:676
Deposited By:Concordia University Libraries
Deposited On:27 Aug 2009 13:13
Last Modified:08 Dec 2010 10:16
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