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

Dennis, C; Newman, AJ; Michon, R; Brakus, JJ; Wright, LT

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.

Citation

Dennis, C., Newman, A., Michon, R., Brakus, J., & Wright, L. (2010). The mediating effects of perception and emotion: Digital signage in mall atmospherics. Journal of Retailing and Consumer Services, 17(3), 205-215. https://doi.org/10.1016/j.jretconser.2010.03.009

• Journal Article Type: Article
• Publication Date: Jan 1, 2010
• Deposit Date: Oct 7, 2011
• Journal: Journal of Retailing and Consumer Services
• Print ISSN: 0969-6989
• Publisher: Elsevier
• Peer Reviewed: Peer Reviewed
• Volume: 17
• Issue: 3
• Pages: 205-215
• DOI: https://doi.org/10.1016/j.jretconser.2010.03.009
• Publisher URL: http://dx.doi.org/10.1016/j.jretconser.2010.03.009