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The authors present an exploratory study on the effectiveness of in-store marketing communication appeals via digital signage applying the construal level theory (CLT) in a field experiment. According to this theory, the authors hypothesize that shoppers will on the one hand respond more favorably to messages focusing on the desirability of the offering, when they are further distanced from the actual purchase decision. On the other hand, the authors expect more favorable responses toward messages containing feasibility appeals, positioned closer by to the purchase decision. The purpose of this paper is to determine appropriate location-based content for in-store proximity marketing.

A field experiment was conducted in a Belgian coffee bar, examining temporal distance effects in a natural retail/service environment. A 2×2 between-subjects experimental design is implemented (i.e. low vs high temporal distance×concrete/cost vs abstract/brand-oriented appeal), examining the impact on marketing communication effectiveness.

Overall, the authors find some initial support for CLT on effectiveness measures regarding purchase intentions and actual purchase, but not in terms of self-reported noticing of the screen and the ad, nor in terms of (un)aided ad recall.

This experiment is a pilot study and such finds itself confronted with a limited number of observations.

The study is among the first to examine how message content (beyond price promotion) can be adapted to in-store locations.

1. Innovative technologies, such as DS, can engage different human senses and play an important role in enhancing the store atmosphere.

2. The majority of DS networks feature content that is generic and is rarely tailored to the audience passing by the screens. As a result, digital displays are often ignored.

3. DS coupled with sensors and Artificial Intelligence allow for more relevant and personalized experiences.

4. Relevance through personalization can help retailers overcome display blindness, but challenges in terms of legal restrictions and ethical concerns exist to unlock its potential.

5. Nontouch interaction technologies, such as voice assistants, gesture controls, facial recognition, and augmented reality, present new ways of interacting with digital screens.

Innovative technologies, such as DS, can engage different human senses and play an important role in enhancing the store atmosphere.

The majority of DS networks feature content that is generic and is rarely tailored to the audience passing by the screens. As a result, digital displays are often ignored.

DS coupled with sensors and Artificial Intelligence allow for more relevant and personalized experiences.

Relevance through personalization can help retailers overcome display blindness, but challenges in terms of legal restrictions and ethical concerns exist to unlock its potential.

Nontouch interaction technologies, such as voice assistants, gesture controls, facial recognition, and augmented reality, present new ways of interacting with digital screens.

Social robots increasingly adopt service roles in the marketplace. While service research is beginning to unravel the implications for theory and practice, other scientific disciplines have amassed a wealth of empirical data of robots assuming such service roles. The purpose of this paper is to synthesize these findings from a role theory perspective with the aim of advancing role theory for human–robot service interaction (HRSI).

A systematic review of more than 10,000 articles revealed 149 empirical HRSI-related papers across scientific disciplines. The respective articles are analyzed employing qualitative content analysis through the lens of role theory.

This review develops an organizing structure of the HRSI literature across disciplines, delineates implications for role theory development in the age of social robots, and advances robotic role theory by providing an overarching framework and corresponding propositions. Finally, this review introduces avenues for future research.

This study pioneers a comprehensive review of empirical HRSI literature across disciplines adopting the lens of role theory. The study structures the body of HRSI literature, adapts traditional and derives novel propositions for role theory (i.e. robotic role theory), and delineates promising future research opportunities.