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Benevolence and Effectiveness: Persuasive Technology’s Spillover Effects in Retail Settings

  • Martha G. Russell
Part of the Lecture Notes in Computer Science book series (LNCS, volume 5033)

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.

Keywords

benevolence effectiveness retail video display advertising promotion engagement persuasion persuasive technologies relational exchange 

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Copyright information

© Springer-Verlag Berlin Heidelberg 2008

Authors and Affiliations

  • Martha G. Russell
    • 1
  1. 1.Media XH-STAR Institute at Stanford UniversityStanford

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