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New insights into the impact of digital signage as a retail atmospheric tool
Author(s) -
Dennis Charles,
Michon Richard,
Brakus J. JoŠko,
Newman Andrew,
Alamanos Eleftherios
Publication year - 2012
Publication title -
journal of consumer behaviour
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.811
H-Index - 43
eISSN - 1479-1838
pISSN - 1472-0817
DOI - 10.1002/cb.1394
Subject(s) - digital signage , signage , perception , atmospherics , advertising , environmental psychology , psychology , context (archaeology) , stimulus (psychology) , marketing , affect (linguistics) , business , social psychology , applied psychology , cognitive psychology , computer science , multimedia , geography , communication , archaeology , neuroscience
This article investigates the previously little‐researched role of digital signage (DS) in retail atmospherics, using an environmental psychology framework, drawing support from the Limited Capacity Model of Mediated Message Processing (LCM). DS consists of screen displays in public spaces showing video. The method consisted of a structured questionnaires quasi‐experiment ( n = 357), comparing before and after DS installation against an unchanged control mall. Results demonstrate the effectiveness of DS, which has a positive effect on shoppers' approach behaviors such as spending, mediated by perceptions of the retail environment and positive affect. Results are limited as the DS screens content was information based, whereas according to LCM, people pay more attention to emotion‐eliciting communications. The results have practical implications as DS appeals to employed shoppers. This study contributes to theory by providing a rare longitudinal environmental psychology study of the effects of an atmospheric stimulus on real shoppers in a real retail context. Copyright © 2012 John Wiley & Sons, Ltd.