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

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


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

Topics: H1
Publisher: Pergamon
Year: 2010
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