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.

Details

Title
The future of in-store technology
Author
Grewal Dhruv 1 ; Noble, Stephanie M 2 ; Roggeveen, Anne L 1 ; Nordfalt Jens 3 

1  Babson College, Babson Park, USA (GRID:grid.423152.3) (ISNI:0000 0001 0686 270X) 
2  University of Tennessee, Knoxville, USA (GRID:grid.411461.7) (ISNI:0000 0001 2315 1184) 
3  University of Bath, Bath, UK (GRID:grid.7340.0) (ISNI:0000 0001 2162 1699) 
Pages
96-113
Publication year
2020
Publication date
Jan 2020
Publisher
Springer Nature B.V.
ISSN
00920703
e-ISSN
15527824
Source type
Scholarly Journal
Language of publication
English
DOI
https://doi.org/10.1007/s11747-019-00697-z
ProQuest document ID
2343360744
Copyright
Journal of the Academy of Marketing Science is a copyright of Springer, (2019). All Rights Reserved. This work is published under https://creativecommons.org/licenses/by/4.0/ (the “License”). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License.