Author:
Grewal Dhruv,Noble Stephanie M.,Roggeveen Anne L.,Nordfalt Jens
Abstract
Abstract
This paper introduces a conceptual framework for understanding new and futuristic in-store technology infusions. First, we develop a 2 × 2 typology of different innovative and futuristic technologies focusing on their level of convenience and social presence for the consumer. Next, we offer a series of propositions based on the idea that convenience and social presence can trigger vividness by enhancing consumer involvement, imagery, and elaboration, which ultimately leads to enhanced sales. Finally, the paper then focuses on four moderating areas—consumer traits, product/service dimensions, mental models and social networks—to understand how they might impact the vividness experienced via the technology.
Publisher
Springer Science and Business Media LLC
Subject
Marketing,Economics and Econometrics,Business and International Management
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