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The Wallpaper Matters: The Influence of the Content of Digital Ads on Customer in-Store Experience

Lookup NU author(s): Professor Eleftherios AlamanosORCiD



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


This paper draws on the construct of brand experience to investigate the previously little-researched role of digital signage (DS) in retail atmospherics. Face-to-face between-subjects survey experiments were carried out at permanent DS installations in the UK: a pretest in a university (n=103); and a field trial at the Harrods department store, London (n=437). Findings demonstrate effectiveness of a DS sensory-affective ad (little functional information), whereas previous studies concern mainly cognitive content. DS content high on sensory cues evokes affective experience. DS ads high on factual information evoke intellectual experience. Evoked affective experience is more associated with attitude towards ad and approach towards advertiser than is evoked intellectual experience. Summary statement of contribution The findings indicate that incidental brand-related stimuli on DS can lead to evaluative judgments such as attitudes. Such stimuli can also work by evoking sensory and affective experiences and eliciting approach behaviour towards an advertiser. Practical implications arise as ‘affective’ DS ads can increase shoppers’ approach towards an advertiser and the store that carries the ads, especially in generating loyalty from first time shoppers.

Publication metadata

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

Publication type: Article

Publication status: Published

Journal: Journal of Marketing Management

Year: 2013

Volume: 29

Issue: 3-4

Pages: 338-355

Online publication date: 09/04/2013

Date deposited: 08/04/2015

ISSN (print): 0267-257X

ISSN (electronic): 1472-1376

Publisher: Routledge


DOI: 10.1080/0267257X.2013.766628


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