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New insights into the impact of digital signage as a retail atmospheric tool

Lookup NU author(s): Professor Charles DennisORCiD, Professor Eleftherios AlamanosORCiD

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This work is licensed under a Creative Commons Attribution 4.0 International License (CC BY 4.0).

Abstract

This paper 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 behaviours 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 digital signage 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.

Publication metadata

Author(s): Dennis C, Michon R, Brakus J, Newman A, Alamanos E

Publication type: Article

Publication status: Published

Journal: Journal of Consumer Behaviour

Year: 2012

Volume: 11

Issue: 6

Pages: 454–466

Print publication date: 29/11/2012

Online publication date: 23/10/2012

Acceptance date: 30/05/2012

Date deposited: 07/04/2015

ISSN (print): 1472-0817

ISSN (electronic): 1479-1838

Publisher: Wiley

URL: http://dx.doi.org/10.1002/cb.1394

DOI: 10.1002/cb.1394

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