TY - JOUR T1 - Behavioral Effects of Digital Signage JF - Journal of Advertising Research JO - J Advert Res SP - 180 LP - 185 DO - 10.2501/S0021849909090254 VL - 49 IS - 2 AU - Raymond R. Burke Y1 - 2009/06/01 UR - http://www.journalofadvertisingresearch.com/content/49/2/180.abstract N2 - 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. ER -