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

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

Journal of Retailing and Consumer Services, 2010, vol. 17, issue 3, 205-215

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.

Keywords: Environmental psychology; Shopping center; Cognitive processing; Atmospherics; Digital signage; Digital communications network (search for similar items in EconPapers)
Date: 2010
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Citations: View citations in EconPapers (36)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:17:y:2010:i:3:p:205-215

DOI: 10.1016/j.jretconser.2010.03.009

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