Abstract
Results point to perceived store benevolence and staff effectiveness as important spillover effects in the use of persuasive technologies in the retail setting. The comparison of customer exit interviews, conducted at control stores and at test stores, before and after the introduction of video displays playing advertising and promotion messages, documented that customers noticed the displays, recalled the content and were influenced toward the desired effect. Additionally, significant attitudinal differences related to customer perception of staff and stores were also noted. Product marketers, brand managers, retailers, and academicians can draw actionable insights for the use of persuasive technologies by understanding the impact of persuasive technologies on relational exchanges.
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Designed and conducted by Clickin Research, Inc. Austin, TX, http://www.clickin.com
Video displays and advertising content were provided by DynaTek Media, Scottsdale, CA, http://www.dynatekmedia.com
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Russell, M.G. (2008). Benevolence and Effectiveness: Persuasive Technology’s Spillover Effects in Retail Settings. In: Oinas-Kukkonen, H., Hasle, P., Harjumaa, M., Segerståhl, K., Øhrstrøm, P. (eds) Persuasive Technology. PERSUASIVE 2008. Lecture Notes in Computer Science, vol 5033. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-540-68504-3_9
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DOI: https://doi.org/10.1007/978-3-540-68504-3_9
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