In-Store Communications: Understanding the Mundane, the Bright Sides, and the Unexpected

Anne L. Roggeveen; Elisa B. Schweiger; Dhruv Grewal

doi:10.1177/14413582231189896

In-Store Communications: Understanding the Mundane, the Bright Sides, and the Unexpected

Anne L. Roggeveen, Elisa B. Schweiger, Dhruv Grewal

Research output: Contribution to journal › Article › peer-review

4 Citations (SciVal)

Abstract

This research examines how retailers convey messages to target customers and facilitate purchase decisions in physical settings. To establish a clear organizing framework for communications in physical settings, the current article examines both how and why retailers communicate with customers. Specifically, the authors address “how” questions from the perspective of whether messages are static or dynamic and “why” questions according to whether the communication is inspirational or informative.

Original language	English
Pages (from-to)	332-337
Number of pages	6
Journal	Australasian Marketing Journal
Volume	31
Issue number	4
Early online date	4 Aug 2023
DOIs	https://doi.org/10.1177/14413582231189896
Publication status	Published - 30 Nov 2023

Bibliographical note

Funding
The author(s) received no financial support for the research, authorship, and/or publication of this article.

Keywords

in-store communications
informational
inspiration
static and dynamic presentations

ASJC Scopus subject areas

Economics and Econometrics
Marketing

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10.1177/14413582231189896Licence: CC BY

Cite this

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In-Store Communications: Understanding the Mundane, the Bright Sides, and the Unexpected

Abstract

Bibliographical note

Keywords

ASJC Scopus subject areas

Access to Document

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