The mediating effects of perception and emotion: digital signage in mall atmospherics

Dennis, Charles and Newman, Andrew and Michon, Richard and Josko Brakus, J. and Wright, Len Tiu (2010) The mediating effects of perception and emotion: digital signage in mall atmospherics. Journal of Retailing and Consumer Services, 17 (3). pp. 205-215. ISSN 0969-6989

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The mediating effects of perception and emotion: digital signage in mall atmospherics
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Abstract

Digital signage (DS), public screens showing video, is an important, little-researched topic. The “direct” route in the elaboration likelihood model suggests that DS influences cognition, which then influences emotions whereas the “peripheral” route is emotion→cognition. We predict that these operate in parallel and report a survey of mall consumers (n=315). DS has a significant, positive, total effect on approach behaviors, mediated by positive affect and (arguably) perception of mall environment. Results extend the limited capacity model of mediated message processing from television to DS, which predicts the effectiveness of vivid moving visual images as atmospheric stimuli.

Keywords:Environmental psychology, Shopping centres, Cognitive processing, Retail atmospherics, Digital signage, Digital communications network, JCNotOpen
Subjects:N Business and Administrative studies > N240 Retail Management
C Biological Sciences > C890 Psychology not elsewhere classified
Divisions:Lincoln International Business School
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ID Code:12926
Deposited On:10 Jan 2014 10:53

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