Reference : “We Need a Big Revolution in Email Advertising”: Users’ Perception of Persuasion in P...

	Document type :	Scientific congresses, symposiums and conference proceedings : Paper published in a journal
	Discipline(s) :	Engineering, computing & technology : Computer science
	Focus Areas :	Computational Sciences
	To cite this reference:	http://hdl.handle.net/10993/54898

Title :	“We Need a Big Revolution in Email Advertising”: Users’ Perception of Persuasion in Permission-based Advertising Emails
Language :	English
Author, co-author :	Sergeeva, Anastasia [University of Luxembourg > Faculty of Humanities, Education and Social Sciences (FHSE) > Department of Behavioural and Cognitive Sciences (DBCS) >]
	Rohles, Björn [University of Luxembourg > Faculty of Humanities, Education and Social Sciences (FHSE) > Department of Behavioural and Cognitive Sciences (DBCS) >]
	Distler, Verena [University of Luxembourg > Faculty of Humanities, Education and Social Sciences (FHSE) > Department of Behavioural and Cognitive Sciences (DBCS) >]
	Koenig, Vincent [University of Luxembourg > Faculty of Humanities, Education and Social Sciences (FHSE) > Department of Behavioural and Cognitive Sciences (DBCS) >]
Publication date :	19-Apr-2023
Journal title :	CHI '23: Proceedings of the 2023 CHI Conference on Human Factors in Computing Systems
Publisher :	ACM
Special issue title :	CHI '23: Proceedings of the 2023 CHI Conference on Human Factors in Computing Systems
Pages :	1-21
Peer reviewed :	Yes
On invitation :	No
Audience :	International
City :	New York
Country :	USA
Event name :	CHI '23, 2023 CHI Conference on Human Factors in Computing System
Event date :	from 23-04-2023 to 28-04-2023
Event place (city) :	Hamburg
Event country :	Germany
Keywords :	[en] Email Advertising ; Persuasion ; Subject Line ; Attitude ; Reactance Theory
Abstract :	[en] Persuasive tactics intend to encourage users to open advertising emails. However, these tactics can overwhelm users, which makes them frustrated and leads to lower open rates. This paper intends to understand which persuasive tactics are used and how they are perceived by users. We first developed a categorization of inbox-level persuasive tactics in permission-based advertising emails. We then asked participants to interact with an email inbox prototype, combined with interviews (N=32), to investigate their opinions towards advertising emails and underlying persuasive tactics. Our qualitative findings reveal poor user experience with advertising emails, which was related to feeling surveilled by companies, forced subscriptions, high prior knowledge about persuasive tactics, and a desire for more agency. We also found that using certain persuasive tactics on the inbox level is perceived as ethically inappropriate. Based on these insights, we provide design recommendations to improve advertising communication and make such emails more valuable to users.
Funders :	Fonds National de la Recherche - FnR
Name of the research project :	Deceptive Patterns Online (Decepticon)
Target :	Researchers ; Professionals ; General public
Permalink :	http://hdl.handle.net/10993/54898
DOI :	10.1145/3544548.3581163
FnR project :	FnR ; FNR14717072 > Gabriele Lenzini > DECEPTICON > Deceptive Patterns Online > 01/06/2021 > 31/05/2024 > 2020

	File(s) associated to this reference
	Fulltext file(s): File Commentary Version Size Access Open access chi23-480acccheck.pdf Author postprint 2.23 MB View/Open

All documents in ORBi^lu are protected by a user license.

 

University of Luxembourg Library |  Feedback |  Legal notices Site Map