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West Ashley Library
9 a.m. – 7 p.m.
Phone: (843) 766-6635
Folly Beach Library
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Phone: (843) 588-2001
Edgar Allan Poe/Sullivan's Island Library
Closed for renovations
Phone: (843) 883-3914
Wando Mount Pleasant Library
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Phone: (843) 805-6888
Village Library
9 a.m. – 6 p.m.
Phone: (843) 884-9741
St. Paul's/Hollywood Library
9 a.m. – 8 p.m.
Phone: (843) 889-3300
Otranto Road Library
9 a.m. – 8 p.m.
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Mt. Pleasant Library
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McClellanville Library
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Keith Summey North Charleston Library
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John's Island Library
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Phone: (843) 559-1945
Hurd/St. Andrews Library
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Miss Jane's Building (Edisto Library Temporary Location)
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Dorchester Road Library
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Baxter-Patrick James Island
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Phone: (843) 805-6930
Bees Ferry West Ashley Library
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Phone: (843) 805-6909
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The Impact of In-Store Inspirational (vs. Deal-Oriented) Communication on Spending: The Importance of Activating Consumption Goal Completion.
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- Author(s): Grewal, Dhruv; Ahlbom, Carl-Philip; Noble, Stephanie M.; Shankar, Venkatesh; Narang, Unnati; Nordfält, Jens
- Source:
Journal of Marketing Research (JMR); Dec2023, Vol. 60 Issue 6, p1071-1094, 24p- Subject Terms:
- Source:
- Additional Information
- Abstract: In-store communication delivered through technological formats (e.g., kiosk, digital display) and nontechnological formats (e.g., magazine cover, flyer) can help retailers enhance sales by delivering relevant content to consumers. Although prior research has examined the effects of deal-oriented content that primarily offers promotions for a single product on shopper spending, the effects of inspirational content that sparks ideas (e.g., ways to use products) on spending are unclear. Inspirational content can affect spending differently from deal-oriented content as it activates stronger motivation for consumption goal completion. This article proposes that inspirational content activates stronger motivations for the consumer's goal completion and therefore increases spending more than deal-oriented content does. The authors propose and empirically test the hypotheses using data from a set of experimental studies, a field experiment, and an eye-tracking study. The results show that inspirational content increases spending more than deal-oriented content or no content does. This effect is mediated by consumption goal completion, such that it is attenuated when consumers already have consumption goals or when the content detracts from inspiration-induced goals. These results suggest that retailers can increase sales by using clear, inspirational content in their communications. [ABSTRACT FROM AUTHOR]
- Abstract: Copyright of Journal of Marketing Research (JMR) is the property of American Marketing Association and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
- Abstract:
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