Narrowcast Pricebook-Driven Persuasion: Engagement at Point of Influence, Purchase and Consumption in Distributed Retail Environments

The integration of information systems with advertising over wireless and broadband communications opens opportunities for sophisticated services to be delivered to small and medium sized organizations which often do not have the telecommunications, data management or integrated operations infrastructure and staff that are often maintained by many large organizations. This study of the effectiveness in retail locations of a narrowcast price book-driven video messaging system documents the impact of the marketing messages in influencing consumer attention, perception and behavior. Results point to increased category and brand purchases, as well as improved perceptions of store benevolence and staff effectiveness. Product marketers, brand managers, retailers, engineers, and academicians can draw actionable insights for the use of price book-driven video messaging system by understanding the dynamics of engagement in persuasive technologies. The participation of information scientists is needed in order to develop valid and actionable analytics that serve both the information sciences and retail communities.