New Kid on the Block: The Impact of Digital Signage as a Retail Atmospheric Tool

Abstract

Digital signage is a recent addition to the interactive retail atmospheric toolbox. Retailers want to keep contact with shoppers in-store where more than 70 percent of purchase decisions are made. Digital signage is also part of the store atmosphere, contributing to the well-being of shoppers (Wilson, 2005). Digital signage has been neglected by researchers (for an exception, see Newman and Dennis, 2006). This study evaluates the impact of digital signage, sometimes known as captive audience network (CAN) on shoppers’ perception of the retail environment, positive affect, and approach behavior.