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

Article


Dennis, C., Brakus, J., Gupta, S. and Alamanos, E. 2014. The effect of digital signage on shoppers' behavior: the role of the evoked experience. Journal of Business Research. 67 (11), pp. 2250-2257. https://doi.org/10.1016/j.jbusres.2014.06.013
TypeArticle
TitleThe effect of digital signage on shoppers' behavior: the role of the evoked experience
AuthorsDennis, C., Brakus, J., Gupta, S. and Alamanos, E.
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.

PublisherElsevier
JournalJournal of Business Research
ISSN0148-2963
Publication dates
Online03 Jul 2014
Print01 Nov 2014
Publication process dates
Deposited16 Mar 2015
Accepted01 May 2014
Output statusPublished
Accepted author manuscript
License
Copyright Statement

© 2014. This author's accepted manuscript version is made available under the CC-BY-NC-ND 4.0 license http://creativecommons.org/licenses/by-nc-nd/4.0/

Digital Object Identifier (DOI)https://doi.org/10.1016/j.jbusres.2014.06.013
LanguageEnglish
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