1 This is an authors’ version of a paper accepted in its definitive form by the Journal of Consumer Behaviour, © John Wiley & Sons, Ltd, http://onlinelibrary.wiley.com/doi/10.1002/cb.v11.6/issuetoc and has been posted by permission of John Wiley & Sons, Ltd for personal use, not for redistribution. Please cite as: Dennis C, Michon R, Brakus J, Newman A and Alamanos E (2012) ‘New insights into the impact of digital signage as a retail atmospheric tool’, Journal of Consumer Behaviour, 11 (6): 454-466, doi 10.1002/cb.1394 NEW INSIGHTS INTO THE IMPACT OF DIGITAL SIGNAGE AS A RETAIL ATMOSPHERIC TOOL * Charles Dennis 1 , Richard Michon 2 , J. Joško Brakus 3 , Andrew Newman 4 and Eleftherios Alamanos 5 1 Lincoln Business School, University of Lincoln Brayford Pool, Lincoln, LN6 7TS, UK Phone: +44 (0)1522 882000 Email cdennis@lincoln.ac.uk 2 Ted Rogers School of Management, Ryerson University 350 Victoria Street, Toronto, ON, M5B 2K3, Canada Phone: +1 416-979-5000 Ext. 7454 Email: rmichon@ryerson.ca 3 Leeds University Business School, University of Leeds Maurice Keyworth Building, University of Leeds Leeds, LS2 9JT, UK Phone: +44 (0)1133 436187 Email: J.Brakus@leeds.ac.uk 4 Salford Business School, University of Salford Maxwell Building, Manchester, M5 4WT, United Kingdom Phone: +44 161 295 5324 Email: a.j.newman@salford.ac.uk 5 Lincoln Business School, University of Lincoln Brayford Pool, Lincoln, LN6 7TS, UK Phone: +44 (0)1522 835691 email ealamanos@lincoln.ac.uk * Corresponding author Biographies Charles Dennis is Associate Editor (Retailing) of the European Journal of Marketing; and Professor of Marketing and Retailing and Director of Research, Lincoln Business School, the University of Lincoln (UK). His teaching and research area is (e-)retail and consumer behaviour. Charles is a Chartered Marketer and has been elected a Fellow of the Chartered Institute of Marketing for helping to modernise the teaching of the discipline. Charles was awarded the Vice Chancellor’s Award for Teaching Excellence for improving the interactive student learning experience. Charles has published in journals such as