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Emotional targeting using digital signage systems and facial recognition at the point-of-sale

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  • Garaus, Marion
  • Wagner, Udo
  • Rainer, Ricarda C.

Abstract

Emergent technologies offer retailers new opportunities for personalized promotional messages at the point-of-sale. Digital signage systems that employ face-reading software enable the identification of not only shoppers’ ages and genders, but also their mood states. Drawing on mood and digital signage literature, this research identifies and examines emotional targeting’s efficacy (i.e., matching digital signage content to shoppers’ current mood states) with consumer responses. Findings from a laboratory and online experiment reveal that emotional targeting increases purchase intentions, product-quality perceptions, and willingness to pay. Furthermore, matching content additionally to the product category strengthens these positive effects. However, disclosing targeting practices eliminates emotional targeting’s positive effects, as caused by feelings of manipulative intent.

Suggested Citation

  • Garaus, Marion & Wagner, Udo & Rainer, Ricarda C., 2021. "Emotional targeting using digital signage systems and facial recognition at the point-of-sale," Journal of Business Research, Elsevier, vol. 131(C), pages 747-762.
    • Handle: RePEc:eee:jbrese:v:131:y:2021:i:c:p:747-762
    DOI: 10.1016/j.jbusres.2020.10.065
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    3. Akbari, Morteza & Foroudi, Pantea & Zaman Fashami, Rahime & Mahavarpour, Nasrin & Khodayari, Maryam, 2022. "Let us talk about something: The evolution of e-WOM from the past to the future," Journal of Business Research, Elsevier, vol. 149(C), pages 663-689.
    4. Kullak, Franziska S. & Baier, Daniel & Woratschek, Herbert, 2023. "How do customers meet their needs in in-store and online fashion shopping? A comparative study based on the jobs-to-be-done theory," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    5. Pizzi, Gabriele & Vannucci, Virginia & Shukla, Yupal & Aiello, Gaetano, 2022. "Privacy concerns and justice perceptions with the disclosure of biometric versus behavioral data for personalized pricing tell me who you are, I’ll tell you how much you pay. Consumers’ fairness and p," Journal of Business Research, Elsevier, vol. 148(C), pages 420-432.

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