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

Dennis, Charles, Newman, Andrew, Michon, Richard, Josko Brakus, J. and Wright, Len Tiu (2010) The mediating effects of perception and emotion: Digital signage in mall atmospherics. Journal of Retailing and Consumer Services, 17 (3). pp. 205-215. ISSN 0969-6989

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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
Subjects: H Social Sciences > H Social Sciences (General)
Schools: Huddersfield Business School
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Depositing User: Sharon Beastall
Date Deposited: 03 Nov 2011 09:22
Last Modified: 28 Aug 2021 11:11


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