作者
Charles Dennis, J Joško Brakus, Suraksha Gupta, Eleftherios Alamanos
发表日期
2014/11/1
期刊
Journal of Business research
卷号
67
期号
11
页码范围
2250-2257
出版商
Elsevier
简介
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' …
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C Dennis, JJ Brakus, S Gupta, E Alamanos - Journal of Business research, 2014