New insights into the impact of digital signage as a retail atmospheric tool

Autor:	J. Joško Brakus, Andrew Newman, Eleftherios Alamanos, Charles Dennis, Richard Michon
Rok vydání:	2012
Předmět:	Message processing Social Psychology Computer science Perception media_common.quotation_subject Limited capacity Advertising Environmental psychology Marketing Digital signage Practical implications Applied Psychology media_common
Zdroj:	Journal of Consumer Behaviour. 11:454-466
ISSN:	1472-0817
DOI:	10.1002/cb.1394
Popis:	This paper investigates the previously little-researched role of digital signage (DS) in retail atmospherics, using an environmental psychology framework, drawing support from the Limited Capacity Model of Mediated Message Processing (LCM). DS consists of screen displays in public spaces showing video. The method consisted of a structured questionnaires quasi-experiment (n=357), comparing before and after DS installation against an unchanged control mall. Results demonstrate the effectiveness of DS, which has a positive effect on shoppers’ approach behaviours such as spending, mediated by perceptions of the retail environment and positive affect. Results are limited as the DS screens content was information-based, whereas according to LCM, people pay more attention to emotion-eliciting communications. The results have practical implications as digital signage appeals to employed shoppers. This study contributes to theory by providing a rare longitudinal environmental psychology study of the effects of an atmospheric stimulus on real shoppers in a real retail context.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::435be38882d1535ef8b96e1a81bec86f https://doi.org/10.1002/cb.1394 Zobrazit plný text záznamu Plný text ve formátu PDF Plný text ve formátu HTML
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