Existing research indicates that attitudes toward the three elements of direct marketing (the source, mode, and response channel) influence consumers\u27 intentions to purchase directly marketed products. While research investigating attitudes and consumers\u27 response has been conducted in the U.S., there has been no research to date which examines attitude structures and purchase intentions towards direct marketing in a multi-country setting, in spite of the standardized global efforts of direct marketeers. This study presents findings on attitude structures regarding direct marketing for three affluent open markets, the U.S., Singapore, and the Netherlands and empirically investigates the relationships between these consumers\u27 attitudes toward the three elements of direct marketing and purchase intentions
