Spam E-mail Advertisements for Cosmetics / Beauty Products and Consumer Behavior

Abstract

Consumers receive spam e-mail solicitations for cosmetics and beauty products. We analyze responses from 200 college students with regard to opening and reading this spam e-mail and also clicking through and purchasing the product advertised in this spam e-mail. With regard to opening and reading spam email about cosmetics/beauty products, women and also increasing scores for learning more information online about cosmetics/beauty products were both significantly associated with increased odds for opening and reading this spam e-mail. With regard to purchasing the cosmetics/beauty product advertised in the spam e-mail, increasing scores for trust in the Internet to provide accurate information about cosmetics/beauty products was significantly associated with increased odds for purchasing. Marketers who use ethical approaches and are interested in sending e-mail information to prospective college student customers about cosmetics/beauty products should keep in mind the importance of conveying trust.