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

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

Research output: Contribution to journalArticlepeer-review

2 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 languageEnglish
JournalAustralasian Marketing Journal
Early online date4 Aug 2023
DOIs
Publication statusE-pub ahead of print - 4 Aug 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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