Aufsatz(elektronisch)#14. August 2023
In-Store Communications: Understanding the Mundane, the Bright Sides, and the Unexpected
In: Australasian marketing journal: AMJ ; official journal of the Australia-New Zealand Marketing Academy (ANZMAC), Band 31, Heft 4, S. 332-337
ISSN: 1839-3349
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.