Happy grocery shopper: The creation of positive emotions through affective digital signage content

Recent research has identified digital signage (DS) as a promising element for creating atmospheric value. However, extant studies have explored shoppers' reactions to DS showing advertising content in hedonic shopping environments. Considering the potential of utilitarian shopping situations to evoke negative emotions, the current research investigates whether DS positively affects consumers' responses in task-oriented shopping situations. In doing so, it incorporates assumptions from the limited capacity model and resource matching theory into a theoretical framework to explain how task-relevant DS content influences impulse purchases and store loyalty. This relationship is mediated by emotional and cognitive processes. By drawing on findings from prior studies, this research further differentiates the effects of cognitive, affective, and mixed DS content on consumer responses. A field experiment tests the theoretically derived responses. The findings suggest that affective DS content creates positive emotions and increases impulsive purchases and store loyalty.