Event overview
Consumer Responses to Technology-Augmented Product Displays in Retail Settings
Abstract:
Endcaps, or end-of-aisle advertisements, refer to product displays at the end of a shelf row in brick-and-mortar stores. In this research, we examine the effectiveness of technology augmented in-store endcaps. Working with a major Swedish retailer, we investigate consumer responses to visual, auditory, and olfactory augmented endcaps in three field studies. The results show that customers pay more attention to and are more likely to buy a product when the digital display features a less vivid advertisement (cf. story projection or static displays). This effect is mediated by ad visibility and mental involvement and moderated by individual-level optimum stimulation. Studies 2 and 3 confirm that shopper attention to the displays increases when multiple sensory elements are present. Still, this attention translates into sales only if two, not three, different sensory elements are used. We thus provide valuable information for retailers regarding the use of multisensory in-store advertisements, expand extant understanding of sensory cues in retail environments, and advance insights into the mechanisms underlying multisensory perceptions.
Bio:
Dr Elisa Schweiger is a Lecturer (Assistant Professor) of Marketing Analytics at King’s Business School. Her research examines the effects of multi-sensory marketing and pricing in retail environments.
Elisa’s background is in psychology and marketing, and she holds a PhD from the University in Bath in consumer psychology. She employs a multi-method approach of behavioral experiments, field studies, structural equation modeling and text mining.
This seminar is a part of the IMS Marketing Research Seminar series.
Dates & times
| Date | Time | Add to calendar |
|---|---|---|
| 4 Feb 2020 | 4:00pm - 5:30pm |
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