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The mediating effects of perception and emotion: Digital signage in mall atmospherics

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  • Dennis, Charles
  • Newman, Andrew
  • Michon, Richard
  • Josko Brakus, J.
  • Tiu Wright, Len

Abstract

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.

Suggested Citation

  • Dennis, Charles & Newman, Andrew & Michon, Richard & Josko Brakus, J. & Tiu Wright, Len, 2010. "The mediating effects of perception and emotion: Digital signage in mall atmospherics," Journal of Retailing and Consumer Services, Elsevier, vol. 17(3), pages 205-215.
    • Handle: RePEc:eee:joreco:v:17:y:2010:i:3:p:205-215
    DOI: 10.1016/j.jretconser.2010.03.009
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