Interested in interacting with digital signage? Analysing the relevance of smartphone psychological ownership through an integrated qualitative comparative analysis

Objective: This study analyses the conditions that explain citizens’ interest in interacting with interactive displays. To achieve this, it applies the psychological ownership theory within the framework of appropriation. Methodology: A sample of 13,643 consumers aged between 18 and 59 years was analysed using an integrated QCA approach. After obtaining the QCA solutions, a regression analysis was performed based on the terms included in these solutions. Results: Interest in interacting with digital signage can be explained either by the perception of advertising digitalisation in out-of-home contexts or by the interaction between this perception and the psychological ownership consumers feel toward their smartphones. Conversely, the lack of interest is consistently explained by the interaction of negative perceptions of digital signage with an absence of psychological ownership. Limitations: The study is based on a cross-sectional sample, limiting the ability to track the evolution of conditions and results over time. A longitudinal approach would provide valuable insights. Additionally, the use of large-N QCA limits the in-depth analysis of individual cases. Practical implications: To boost investment in digital signage in certain markets, it is crucial to understand consumer perceptions. This study identifies two customer segments for targeted strategies: those motivated by the perception of out-of-home advertising digitalisation and those influenced by the interaction between this perception and smartphone-related psychological ownership. These highlight the opportunities generated by the application of augmented reality.