How do consumers process digital display ads in-store? The effect of location, content, and goal relevance

Abstract

This study examines under which circumstances customers are more likely to process in-store digital display ads. An exploratory field study is conducted (n = 296), with a between-subjects, 2 (value-expressive versus utilitarian messages) by 2 (entrance versus register location) by 2 (low versus high goal relevance) quasi-experimental design, in a retail store of horticulture-, baking- and pet supplies. The findings show that DS can appeal to both segments of customers when positioned in proximity to the register, rather than the entrance. In terms of the content displayed, there is no ‘one-size-fits-all’ approach as both types of content have different effects, depending on the shopping goal of the customer.