Behavioral Effects of Digital Signage

Digital signs have become an important new channel for communicating with consumers in retail shopping environments.

Behavioral Effects of Digital Signage

Raymond R. BurkeKelley School of Business, Indiana University

INTRODUCTION

As media channels and audiences continue to fragment, interest grows in bringing advertising messages into retail stores. Recent research suggests that between 30 and 40 percent of category and brand decisions are made in store (Ogilvy-Action, 2008), and there are many opportunities to improve communication at the point-of-purchase. A national survey of over 5,000 grocery shoppers in 2008 discovered that only about half of shoppers believed that store shelves provided sufficient product information; 34 percent believed that the benefits and value of products were clearly...

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