Working Papers

No Second Chance to Make a First Impression: A Field Study of Relationship Initiation and Development

Michael Lewis, Kimberly Whitler, and JoAndrea Hoegg

Jan 1, 2009

Examines the relative importance of developing psychological connections versus attempting to influence consumers’ perceptions of functional value in email advertising campaigns.

By using MSI.org you agree to our use of cookies as identifiers and for other features of the site as described in our Privacy Policy.