PT  - JOURNAL ARTICLE
AU  - Raymond R. Burke
TI  - Behavioral Effects of Digital Signage
AID  - 10.2501/S0021849909090254
DP  - 2009 Jun 01
TA  - Journal of Advertising Research
PG  - 180--185
VI  - 49
IP  - 2
4099  - http://www.journalofadvertisingresearch.com/content/49/2/180.short
4100  - http://www.journalofadvertisingresearch.com/content/49/2/180.full
SO  - J Advert Res2009 Jun 01; 49
AB  - Digital signs have become an important new channel for communicating with consumers in retail shopping environments. An analysis of academic and commercial experiments reveals that in-store advertising effectiveness depends on both the content of the message (appeal type and product category) and the context and quality of exposure (audience need state, traffic speed and direction, message frequency and duration). Shoppers are most responsive to messages that relate to the task at hand and their current need state, and least responsive to traditional brand messages.