DOI: 10.1177/14413582231189896 ISSN: 1441-3582

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

Anne L. Roggeveen, Elisa B. Schweiger, Dhruv Grewal
  • Marketing
  • Economics and Econometrics
  • General Energy

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.

More from our Archive