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Every step counts: When physical movement affects perceived value

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

Journal of Retailing and Consumer Services, 2017, vol. 39, issue C, 279-285

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.

Keywords: Movement; Mobile marketing; Regulatory fit; Value-from-fit; Locomotion; Assessment (search for similar items in EconPapers)
Date: 2017
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