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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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: Schools > Salford Business School > Salford Business School Research Centre
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 10:38
Last Modified: 16 Feb 2022 12:47

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