Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
5111345 | Journal of Retailing and Consumer Services | 2017 | 7 Pages |
Abstract
Physical movement is an important contextual factor during customer's decision-making. Yet, little is known about how movement can affect customer's response to mobile promotions, or how it can influence the search and evaluation of products in a retail setting. Across three studies, this research shows that physical movement improves the perceived value of products and promotions for customers with a predominant locomotion motivation. Such effects are mediated by engagement. One implication is that retailers may increase engagement for individuals with a predominant locomotion motivation by playing mobile adverts when cellular sensors indicate movement.
Related Topics
Social Sciences and Humanities
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Marketing
Authors
Frank Mathmann, Mathew Chylinski, E. Tory Higgins, Ko de Ruyter,