Happy grocery shopper: The creation of positive emotions through affective digital signage content

Autor(en)

Marion Garaus, Udo Wagner, Sandra Manzinger

Abstrakt

Recent research has identified digital signage (DS) as a promising element for creating atmospheric value. However, extant studies have explored shoppers' reactions to DS showing advertising content in hedonic shopping environments. Considering the potential of utilitarian shopping situations to evoke negative emotions, the current research investigates whether DS positively affects consumers' responses in task-oriented shopping situations. In doing so, it incorporates assumptions from the limited capacity model and resource matching theory into a theoretical framework to explain how task-relevant DS content influences impulse purchases and store loyalty. This relationship is mediated by emotional and cognitive processes. By drawing on findings from prior studies, this research further differentiates the effects of cognitive, affective, and mixed DS content on consumer responses. A field experiment tests the theoretically derived responses. The findings suggest that affective DS content creates positive emotions and increases impulsive purchases and store loyalty.

Organisation(en)

Institut für Rechnungswesen, Innovation und Strategie

Journal

Technological Forecasting & Social Change

Band

124

Seiten

295 - 305

Anzahl der Seiten

11

ISSN

0040-1625

DOI

https://doi.org/10.1016/j.techfore.2016.09.031

Publikationsdatum

11-2017

Peer-reviewed

Ja

ÖFOS 2012

502020 Marktforschung, 502019 Marketing

Schlagwörter

ASJC Scopus Sachgebiete

Management of Technology and Innovation, Business and International Management, Applied Psychology

Link zum Portal

https://ucrisportal.univie.ac.at/de/publications/happy-grocery-shopper-the-creation-of-positive-emotions-through-affective-digital-signage-content(2969af80-7663-448a-b0ec-bd2f19cb4d98).html