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ABSTRACTThis article investigates the previously little‐researched role of digital signage (DS) in retail atmospherics, using an environmental psychology framework, drawing support from the Limited Capacity Model of Mediated Message Processing (LCM). DS consists of screen displays in public spaces showing video. The method consisted of a structured questionnaires quasi‐experiment (n = 357), comparing before and after DS installation against an unchanged control mall. Results demonstrate the effectiveness of DS, which has a positive effect on shoppers' approach behaviors such as spending, mediated by perceptions of the retail environment and positive affect.Results are limited as the DS screens content was information based, whereas according to LCM, people pay more attention to emotion‐eliciting communications. The results have practical implications as DS appeals to employed shoppers. This study contributes to theory by providing a rare longitudinal environmental psychology study of the effects of an atmospheric stimulus on real shoppers in a real retail context. Copyright © 2012 John Wiley & Sons, Ltd.

AbstractIdeology plays a central role in consumer decisions, actions, and practices. While there have been numerous studies of ideological formations in specific consumption contexts, an integrative theoretical framework on consumption ideology has been missing. The theoretical framework presented in this article integrates systemic, social group, and social reality perspectives from social theory with prior consumer research to conceptualize consumption ideology as ideas and ideals that are related to consumerism and manifested in consumer behavior. Consumption ideology originates from conflicts between consumer desires and the system of consumerism. It is reflected in consumers' lived experiences and expressed in social representations and communicative actions related to status-based consumption, brand affinity and antipathy, performed practices, and political consumption. By adapting to the market, consumers confirm the system, but when they resist, they accelerate conflicts in consumer experiences unless resistance is ideologically co-opted by the market. Three illustrative cases—upcycling, Zoom backgrounds, and the commercialization of TikTok—exemplify how the framework may be used to analyze consumption ideology and generate new research questions. The article concludes with future research programs that move beyond micro-theorizations to illuminate the broader role of ideology in contemporary consumerist society.