Influence of in-store and out-of-store creative advertising strategies on consumer attitude and purchase intention

Sameti, Ardalan; Khalili, Hamidreza

doi:10.3926/ic.986

Cited by 9 publications

(13 citation statements)

References 43 publications

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“…looking at the storefront). Our findings are also in line with Sameti and Khalili (2017), who found that out-of-store stimuli were able to evoke higher levels of store interest than in-store stimuli.…”

Section: Discussion and Research Implicationssupporting

confidence: 92%

“…looking at the store and its merchandise) when the HSR is located outside the store than when it is placed inside. Moreover, based on the research of Sameti and Khalili (2017), out-of-store stimuli have been proven to generate a better overall (brand) awareness than in-store stimuli, making the outside placement of the robot the better option to increase store interest. Therefore, we hypothesize the following:…”

Section: Stopping Power: Drawing Attentionstopping Passersbymentioning

confidence: 99%

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In or out? A field observational study on the placement of entertaining robots in retailing

Gauquier

Brengman

Willems

et al. 2021

IJRDM

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PurposeThe purpose of this paper is to empirically investigate the role of the placement (i.e. location) of humanoid service robots (HSRs) for entertainment applications in retailing by inspecting a multitude of performance metrics along the point-of-sale conversion funnel.Design/methodology/approachThe study was conducted using unobtrusive observations at a Belgian chocolate store. In total, 42 h of video observation material was collected and analyzed, with an even spread over three conditions: (1) an HSR placed outside, (2) an HSR inside the store and (3) a control condition (no robot stimuli). All passersby and their interactions with the robot and the store were systematically coded and compared.FindingsThe study found that the better placement of HSRs (inside or outside the store) is contingent on the goals the retailer prioritizes. When the goal is to create awareness and interest toward the store, the HSR should be placed outside, as it has double the stopping power. To induce consumers to enter the store, placement of the HSR inside the store is the better option. Ultimately, however, in terms of the number of transactions and total amount spent, outside placement of the HSR outperforms inside placement.Research limitations/implicationsThis study was not able to verify the internal emotional/cognitive state of the passersby, as the method relied on unobtrusive camera observations. A longitudinal research design would be desirable to exclude potential bias due to the novelty effect.Originality/valueWhile research on robots in retail services is emerging, this study is the first to provide insights on how retailers can decide on the placement of robots inside or outside the store, depending on the particular goals they are aiming to reach at the point of purchase.

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Section: Discussion and Research Implicationssupporting

confidence: 92%

Section: Stopping Power: Drawing Attentionstopping Passersbymentioning

confidence: 99%

In or out? A field observational study on the placement of entertaining robots in retailing

Gauquier

Brengman

Willems

et al. 2021

IJRDM

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“…Studies have shown that ethnic consumers notice and have a positive response to ethnic cues in advertisements (Dimofte et al, 2003; Khan et al, 2015; Torres and Luna-Nevarez, 2012). By raising the salience of ethnic consumers, cultural cues such as ethnic language, symbol or model are effective in influencing ethnic consumers (Appiah and Liu, 2009; Chang, 2014; Cui et al, 2012; Sameti and Khalili, 2017). For example, Green (1999) shows that the presence of an ethnic spokesperson in an advertisement raised ethnic consumers’ liking for the advertisement as well as the advertised product.…”

Section: Conceptual Developmentmentioning

confidence: 99%

Ethnic Media Advertising Effectiveness, Influences and Implications

Lau

Lee

2018

Australasian Marketing Journal

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Cultural diversity is the norm in today's society, and past research has shown that ethnic cues in advertisements are effective in targeting ethnic consumers. This study extends this research stream by examining how ethnic identify impacts ethnic consumers’ perceptions of advertising in ethnic versus mainstream newspapers. The results show that ethnic consumers with higher ethnic identity have more positive responses towards advertisements with ethnic cues, particularly when the advertisements appear in ethnic newspapers. By contrast, for the same advertisements, mainstream media appears less effective in eliciting positive responses. Ethnic consumers with higher ethnic identity are also more likely to purchase and recommend products advertised in ethnic media. These findings offer insights to marketers and businesses who are targeting ethnic consumers. They shed light on when and how to use ethnic cues, particularly in ethnic media, in order to achieve desirable marketing and communication strategies that target ethnic consumers.

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“…and "What kinds of advertising should be done?" have been raised by practitioners and researchers (Sameti & Khalili, 2017). In this sense, it is worth examining how airline advertising can be more effective and drive consumers to purchase.…”

Section: Introductionmentioning

confidence: 99%

“…The S-O-R model provides a useful account of how advertising creativity affects purchase intention. Although this relationship has been studied by many researchers in the extant literature (Idris et al, 2020;Sameti & Khalili, 2017;Shirkhodaee & Rezaee, 2014), no research has been found that surveyed the impact of advertising creativity on purchase intention in the airline industry. In fact, the effect of advertising creativity on purchase intention is related to the elaboration likelihood model (ELM).…”

Section: Introductionmentioning

confidence: 99%

The impact of advertising creativity on purchase intention in the airline industry: A stimulus-organism-response (S-O-R) perspective

Sarilgan¹,

Akan²,

Bakır³

et al. 2021

EJTR

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This study aims to understand the impact of advertising creativity on purchase intention in the airline industry. To this end, drawing on the Stimulus-Organism-Response (S-O-R) framework, the associations among advertising creativity, attitude toward advertising, flow experience, and purchase intention were investigated. Utilizing a total sample of 174 respondents in Turkey, the partial least squares structural equation modeling (PLS-SEM) approach was adopted to testing the research model. The results suggest that advertising creativity significantly affects purchase intention, attitude toward advertising, and flow experience. On the other hand, flow experience has no significant effect on purchase intention. Furthermore, attitude toward advertising mediates the relationship between advertising creativity and purchase intention.

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Influence of in-store and out-of-store creative advertising strategies on consumer attitude and purchase intention

Cited by 9 publications

References 43 publications

In or out? A field observational study on the placement of entertaining robots in retailing

In or out? A field observational study on the placement of entertaining robots in retailing

Ethnic Media Advertising Effectiveness, Influences and Implications

The impact of advertising creativity on purchase intention in the airline industry: A stimulus-organism-response (S-O-R) perspective

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