Emotional targeting using digital signage systems and facial recognition at the point-of-sale

Autor(en)
Marion Garaus, Udo Wagner, Ricarda Rainer
Abstrakt

Emergent technologies offer retailers new opportunities for personalized promotional messages at the point-ofsale. Digital signage systems that employ face-reading software enable the identification of not only shoppers' ages and genders, but also their mood states. Drawing on mood and digital signage literature, this research identifies and examines emotional targeting's efficacy (i.e., matching digital signage content to shoppers' current mood states) with consumer responses. Findings from a laboratory and online experiment reveal that emotional targeting increases purchase intentions, product-quality perceptions, and willingness to pay. Furthermore, matching content additionally to the product category strengthens these positive effects. However, disclosing targeting practices eliminates emotional targeting's positive effects, as caused by feelings of manipulative intent.

Organisation(en)
Institut für Marketing und International Business
Externe Organisation(en)
MODUL University Vienna, Marketmind GmbH
Journal
Journal of Business Research
Band
131
Seiten
747-762
Anzahl der Seiten
16
ISSN
0148-2963
DOI
https://doi.org/10.1016/j.jbusres.2020.10.065
Publikationsdatum
07-2021
Peer-reviewed
Ja
ÖFOS 2012
502019 Marketing
Schlagwörter
ASJC Scopus Sachgebiete
Marketing
Link zum Portal
https://ucris.univie.ac.at/portal/de/publications/emotional-targeting-using-digital-signage-systems-and-facial-recognition-at-the-pointofsale(f7169436-ad31-4644-972a-8a9f8a2b9f03).html