The future of in-store technology
By Dhruv Grewal, S. Noble, Anne L. Roggeveen, Jens Nordfalt. Journal of the Academy of Marketing Science, 2019
374 citations recorded by the source corpus.
This paper introduces a conceptual framework for understanding new and futuristic in-store technology infusions. First, we develop a 2 × 2 typology of different innovative and futuristic technologies focusing on their level of convenience and social presence for the consumer. Next, we offer a series of propositions based on the idea that convenience and social presence can trigger vividness by enhancing consumer involvement, imagery, and elaboration, which ultimately leads to enhanced sales. Finally, the paper then focuses on four moderating areas—consumer traits, product/service dimensions, mental models and social networks—to understand how they might impact the vividness experienced via the technology.
Subfields: Marketing, Organizational Behavior and Human Resource Management
View Paper: https://www.semanticscholar.org/paper/4239c88b83575bf369e211923cd79dcbb9714d04
How researchers see this paper
The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.
In Marketing
- Ming-Hui Huang
- Roland T. Rust
- Dhruv Grewal
- Praveen K. Kopalle
- Elena Karahanna
- John Hulland
- Carlos Flavián
- Daniel Belanche
In Organizational Behavior and Human Resource Management
- Ming-Hui Huang
- Roland T. Rust
- Elena Karahanna
- John Hulland
- Praveen K. Kopalle
- Dhruv Grewal
- Xueming Luo
- Yi-Shun Wang
Citations in the corpus
- A strategic framework for artificial intelligence in marketing (2020, background): “…et al. 2020), machine learning prediction for mobile marketing personalization (Tong et al. 2020), in-store technology (e.g., robots, smart displays, or augmented reality) for convenience or social presence (Grewal et al. 2020), and AI for personalized customer engagement (Kumar et al. 2019).”
- The future of technology and marketing: a multidisciplinary perspective (2019, background): “In this special issue, Grewal et al. (2020) also address advances in in-store technologies, which they classify according to whether they provide convenience (high vs. low) and social presence (high vs. low).”