作者
Charles Dennis, Andrew Newman, Richard Michon, J Josko Brakus, Len Tiu Wright
发表日期
2010/5/1
期刊
Journal of Retailing and Consumer services
卷号
17
期号
3
页码范围
205-215
出版商
Pergamon
简介
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.
引用总数
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C Dennis, A Newman, R Michon, JJ Brakus, LT Wright - Journal of Retailing and Consumer services, 2010