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Every Step Counts: When Physical Movement Affects Perceived Value

Mathmann, F., Chylinski, M., Higgins, T. & de Ruyter, K. (2017). Every Step Counts: When Physical Movement Affects Perceived Value. Journal of Retailing and Consumer Services, 39, pp. 279-285. doi: 10.1016/j.jretconser.2017.08.007


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.

Publication Type: Article
Additional Information: © 2017, Elsevier. Licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International
Publisher Keywords: Movement, Mobile Marketing, Regulatory fit, Value-from-fit, Locomotion, Assessment
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Departments: Bayes Business School > Management
Text - Accepted Version
Available under License Creative Commons Attribution Non-commercial No Derivatives.

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