A study conducted by Foresight Research reveals that customers are often at the showroom. However, car showroom is often being underutilized and following the old model of dealership. In contrast with other retail industries, car dealerships may have ignored the importance of digital display or signage in a car showroom. Hence, car dealers should consider re-strategising by embracing technology, especially to cater to the new generation's needs for better digital experience. Therefore, this study analyses how digital display in a car showroom influences customer's decision to purchase. Furthermore, the study proposes an emotional-environmental conceptual model based on Mehrabian-Russell environment psychology model and Donald Norman's concept on emotional design. Literature review suggests a significant role of digital displays, namely message content, placement, size and interactivity, in retail businesses. However, there is lack of empirical evidence to support the role digital displays in a car showroom. In the proposed conceptual model, environmental psychology taxonomies, namely stimulus, organism and response, were combined with three levels of user response namely visceral, behavioural and reflective taken from the emotional design model. The model allows car dealers and marketers to create a customer-centric digital display that may induce and influence the customer to purchase. Future research should explore the stimulus domain since it plays an important role in producing an immediate emotional response from the customer.