Research on consumer behavior in direct marketing

There has been little systematic study of consumer behavior in the field of direct marketing. Among the reasons for this neglect are: (1) definitional problems; (2) limited access to appropriate data; (3) absence of a conceptual framework; and (4) lack of a network of interested researchers. This paper reviews and summarizes the existing literature on consumer behavior in direct marketing and attempts to identify common themes and points of agreement. Four broad categories are used to classify existing research: (1) consumer motives, (2) resistance to direct marketing, (3) direct buyer characteristics, and (4) the place of direct marketing in consumer shopping strategy. Directions for future research are discussed. This is a revised version of a paper presented at the Direct Marketing Professors; Symposium held at the University of Missouri at Kansas City, June 1985.