“…Only a few scientific empirical studies have been published on related issues. These studies focus mostly on the advertising context of direct marketing and on a particular industry or firm, and they typically employ firmspecific experimental designs leading to non-generalizable results (e.g., Bell, Ledolter, & Swersey, 2006;de Wulf et al, 2000;Diamond & Iyer, 2007;Gordon & Kellerman, 1990;van der Scheer, Hoekstra, & Vriens, 1996). Given the variety of industries and their peculiarities (e.g., Stone & Jacobs, 2008), it would not be surprising if only a few design characteristics actually achieve cross-industry importance, while the majority of effects might be industryspecific.…”