Abstract
Consumers receive spam e-mail solicitations for cosmetics and beauty products. We analyze responses<br />from 200 college students with regard to opening and reading this spam e-mail and also clicking<br />through and purchasing the product advertised in this spam e-mail. With regard to opening and reading<br />spam email about cosmetics/beauty products, women and also increasing scores for learning more<br />information online about cosmetics/beauty products were both significantly associated with increased<br />odds for opening and reading this spam e-mail. With regard to purchasing the cosmetics/beauty product<br />advertised in the spam e-mail, increasing scores for trust in the Internet to provide accurate<br />information about cosmetics/beauty products was significantly associated with increased odds for<br />purchasing. Marketers who use ethical approaches and are interested in sending e-mail information to<br />prospective college student customers about cosmetics/beauty products should keep in mind the<br />importance of conveying trust.
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