Journal
JOURNAL OF RETAILING AND CONSUMER SERVICES
Volume 39, Issue -, Pages 279-285Publisher
ELSEVIER SCI LTD
DOI: 10.1016/j.jretconser.2017.08.007
Keywords
Movement; Mobile marketing; Regulatory fit; Value-from-fit; Locomotion; Assessment
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Physical movement is an important contextual factor during customer's decision-making. Yet, little is known about how movement can affect customer's response to mobile promotions, or how it can influence the search and evaluation of products in a retail setting. Across three studies, this research shows that physical movement improves the perceived value of products and promotions for customers with a predominant locomotion motivation. Such effects are mediated by engagement. One implication is that retailers may increase engagement for individuals with a predominant locomotion motivation by playing mobile adverts when cellular sensors indicate movement.
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