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

Dennis, Charles, Brakus, Josko J., Gupta, Suraksha, Alamanos, Eleftherios (2014) The effect of digital signage on shoppers' behavior: The role of the evoked experience. Journal of Business Research, 67 (11). pp. 2250-2257. ISSN 0148-2963. (doi:10.1016/j.jbusres.2014.06.013) (KAR id:53410)


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.

Item Type: Article
DOI/Identification number: 10.1016/j.jbusres.2014.06.013
Uncontrolled keywords: Brand experience; Shopping experience; Aesthetics of experience; Digital signage; Store atmospherics
Subjects: H Social Sciences
Divisions: Divisions > Kent Business School - Division > Kent Business School (do not use)
Depositing User: Suraksha Gupta
Date Deposited: 14 Dec 2015 22:11 UTC
Last Modified: 11 Dec 2022 03:38 UTC
Resource URI: (The current URI for this page, for reference purposes)

University of Kent Author Information

Gupta, Suraksha.

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