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

By Charles Dennis, Andrew Newman, Richard Michon, J. Josko Brakus, Len Tiu Wright. 2010

188 citations recorded by the source corpus.

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.

Subfields: Experimental and Cognitive Psychology, Marketing, Social Psychology

View Paper: https://www.semanticscholar.org/paper/40491519e9ec2e230f7e69777493eaa1b09cc095

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Experimental and Cognitive Psychology

1. Charles Dennis
2. Gopal Das
3. Eleftherios Alamanos
4. Suraksha Gupta
5. J. Josko Brakus

In Marketing

1. G. Varshneya
2. Charles Dennis
3. Gopal Das
4. Eleftherios Alamanos
5. Suraksha Gupta
6. J. Josko Brakus

In Social Psychology

1. G. Varshneya
2. Charles Dennis
3. Gopal Das
4. Eleftherios Alamanos

Citations in the corpus

• The effect of digital signage on shoppers' behavior: The role of the evoked experience (2014, background): “I would describe my attitude towards the advert (rather than the advertiser) as: (dislike very much – like very much) Dennis et al., (2010); Leclerc et al.”
• Consumer emotions: Determinants and outcomes in a shopping mall (2017, background): “However, only a few studies captured mall atmospherics (e.g. Michon et al., 2005; Teller and Reutterer, 2008; Dennis et al., 2010; Chebat et al., 2014a, 2014b).”