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Every step counts: When physical movement affects perceived value

Author

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  • Mathmann, Frank
  • Chylinski, Mathew
  • Tory Higgins, E.
  • de Ruyter, Ko

Abstract

Physical movement is an important contextual factor during customer's decision-making. Yet, little is known about how movement can affect customer's response to mobile promotions, or how it can influence the search and evaluation of products in a retail setting. Across three studies, this research shows that physical movement improves the perceived value of products and promotions for customers with a predominant locomotion motivation. Such effects are mediated by engagement. One implication is that retailers may increase engagement for individuals with a predominant locomotion motivation by playing mobile adverts when cellular sensors indicate movement.

Suggested Citation

  • Mathmann, Frank & Chylinski, Mathew & Tory Higgins, E. & de Ruyter, Ko, 2017. "Every step counts: When physical movement affects perceived value," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 279-285.
    • Handle: RePEc:eee:joreco:v:39:y:2017:i:c:p:279-285
    DOI: 10.1016/j.jretconser.2017.08.007
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    References listed on IDEAS

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    Cited by:

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    3. Sinha, Rajesh Kumar & Adhikari, Atanu, 2018. "Buyer-seller amount-price equilibrium for prepaid services: Implication for promotional pricing," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 285-292.

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