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

Dennis, Charles and Michon, Richard and Brakus, Josko and Newman, Andrew and Alamanos, Eleftherios (2012) New insights into the impact of digital signage as a retail atmospheric tool. Journal of Consumer Behaviour , 11 (6). pp. 454-466. ISSN 1472-0817

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Official URL: http://dx.doi.org/10.1002/cb.1394

Abstract

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.

Item Type:Article
Additional Information: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.
Keywords:Shopping environment, Mall, Digital signage, Digital communications network, Retail atmospherics
Subjects:N Business and Administrative studies > N500 Marketing
Divisions:College of Social Science > Lincoln Business School
ID Code:6376
Deposited By: Eleftherios Alamanos
Deposited On:30 Sep 2012 11:52
Last Modified:05 Dec 2013 10:35

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