The effect of digital signage on shoppers' behavior: The role of the evoked experience

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Dennis, Charles; Brakus, J. Joško; Gupta, Suraksha; Alamanos, Eleftherios;

This paper investigates the role of digital signage as experience provider in retail spaces. The findings of a survey-based field experiment demonstrate that digital signage content high on sensory cues evokes affective experience and strengthens customers’ experiential... View more
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