In this article, the insertion of a two-staged highly interesting question in an online, survey-based field experiment is shown to produce better survey completion rate (i.e., decreases completion refusal by 8%) and sample representativeness (increases the number of moderate answer patterns by...

Purpose 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...