New insights into the impact of digital signage as a retail atmospheric tool

ABSTRACT This article investigates the previously little‐researched role of digital signage (DS) in retail atmospherics, using an environmental psychology framework, drawing support from the Limited Capacity Model of Mediated Message Processing (LCM). DS consists of screen displays in public spaces showing video. The method consisted of a structured questionnaires quasi‐experiment (n = 357), comparing before and after DS installation against an unchanged control mall. Results demonstrate the effectiveness of DS, which has a positive effect on shoppers' approach behaviors such as spending, mediated by perceptions of the retail environment and positive affect. Results are limited as the DS screens content was information based, whereas according to LCM, people pay more attention to emotion‐eliciting communications. The results have practical implications as DS appeals to employed shoppers. This study contributes to theory by providing a rare longitudinal environmental psychology study of the effects of an atmospheric stimulus on real shoppers in a real retail context. Copyright © 2012 John Wiley & Sons, Ltd.