Contact Frequency Irritation

What it measures

A three-item scale measuring the degree of irritation a consumer experiences from the frequency of commercial email messages sent by a specific organisation. Items tap perceptions of excessive email volume, feeling inundated, and general annoyance with the organisation's emailing behaviour. The scale targets the frequency dimension of email advertising irritation specifically — the feeling that an organisation contacts too often — rather than dissatisfaction with email content or overall brand attitude.

Representative items

• I get too many e-mails from [organisation].
• [Organisation] swamps me with e-mails.
• [Organisation] e-mails are annoying.

Citation

Micheaux, Andrea L. (2011). Managing e-mail advertising frequency from the consumer perspective. Journal of Advertising, 40(4), 45–65.