TY - THES ID - 136483177 TI - Self-Control Improvement AU - Tekin, Volkan AU - Dewitte, Siegfried AU - KU Leuven. Faculteit Economie en Bedrijfswetenschappen. Opleiding Master of Science in de toegepaste economische wetenschappen. Handelsingenieur PY - PB - Leuven : K.U. Leuven. Faculteit Economie en Bedrijfswetenschappen DB - UniCat UR - https://www.unicat.be/uniCat?func=search&query=sysid:136483177 AB - The questions this thesis addresses are (a) whether exposure to enhanced visual pictures and (b) whether social class has an impact on the effectiveness of an email marketing campaign. A company emailing campaign has been adapted to test the impact of the different types of advertisements on the results of the emailing. The usual plain emailing advertisement that was intended to be used, which only contained the description of the offer, has been adapted to also show an attractive young female who is appearing to be shouting/cheering next to the offer. The results suggest that, on average, (a) the addition of an attractive young female does not lead to significant improvements of the emailing results. With respect to the second question (b), the results show that the emailing is very sensitive to the different social classes: compared to the higher class, customers of the lower social class are more attracted to and interested in the emailing. Furthermore, the low social class also responds better on the banners showing the attractive young female, even though not all of the improvements in comparison with the banners without the attractive young female are significant. ER -