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

Dennis, C, Newman, AJ, Michon, R, Brakus , JJ and Wright, LT 2010, 'The mediating effects of perception and emotion: Digital signage in mall atmospherics' , Journal of Retailing and Consumer Services, 17 (3) , pp. 205-215.

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    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.

    Item Type: Article
    Themes: Built and Human Environment
    Schools: Colleges and Schools > College of Business & Law > Salford Business School > Marketing and Services Management
    Journal or Publication Title: Journal of Retailing and Consumer Services
    Publisher: Elsevier
    Refereed: Yes
    ISSN: 0969-6989
    Depositing User: Professor Andrew J Newman
    Date Deposited: 07 Oct 2011 11:38
    Last Modified: 20 Aug 2013 18:12
    URI: http://usir.salford.ac.uk/id/eprint/18016

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