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The effect of digital signage on shoppers' behavior: The role of the evoked experience

Lookup NU author(s): Professor Suraksha Gupta, Professor Eleftherios AlamanosORCiD

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This work is licensed under a Creative Commons Attribution 4.0 International License (CC BY 4.0).

Abstract

This paper investigates the role of digital signage as experience provider in retail spaces. The findings of a survey-based field experiment demonstrate that digital signage content high on sensory cues evokes affective experience and strengthens customers’ experiential processing route. In contrast, digital signage messages high on “features and benefits” information evoke intellectual experience and strengthen customers’ deliberative processing route. The affective experience is more strongly associated with the attitude towards the ad and the approach behavior towards the advertiser than the intellectual experience. The effect of an ad high on sensory cues on shoppers’ approach to the advertiser is stronger for first-time shoppers, and therefore important in generating loyalty. The findings indicate that the design of brand-related informational cues broadcast over digital in-store monitors affects shoppers’ information processing. The cues evoke sensory and affective experiences and trigger deliberative processes that lead to attitude construction and finally elicit approach behavior towards the advertisers.

Publication metadata

Author(s): Dennis C, Brakus J, Gupta S, Alamanos E

Publication type: Article

Publication status: Published

Journal: Journal of Business Research

Year: 2014

Volume: 67

Issue: 11

Pages: 2250–2257

Print publication date: 03/11/2014

Online publication date: 03/07/2014

Acceptance date: 01/05/2014

Date deposited: 07/04/2015

ISSN (print): 0148-2963

ISSN (electronic): 1873-7978

Publisher: Elsevier

URL: http://dx.doi.org/10.1016/j.jbusres.2014.06.013

DOI: 10.1016/j.jbusres.2014.06.013

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