Surprise, surprise: . Ambient media as promotion tool for retailers.

• Autores: Katharina Hutter, Stefan Hoffmann
• Localización: Journal of retailing, ISSN 0022-4359, Vol. 90, Nº 1, 2014, págs. 93-110
• Idioma: inglés
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• Resumen

  • Highlights: [�] The paper explores the effects of surprising ambient media on advertising efficacy. [�] Data is generated in real-life settings from observation, survey, and sales. [�] Triangulation is used for explaining cognitive processing and consumer behavior. [�] Ambient media is very effective by generating an additive effect of gaining and holding consumer attention and resolving the incongruence elicits positive feelings, which are passed on the evaluation of the ambient media and further downstream advertising effects such as positive attitudes, word of mouth intention, and sales. [�] Ambient media is a cost-efficient way to enhance advertising effectiveness