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Keywords: Impulse buying
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Journal Articles
Journal of Research in Interactive Marketing (2022) 16 (3): 457–474.
Published: 25 November 2021
.../methodology/approach An interactive screen was placed in a store window. Using three field experiments, we studied the effect of interactivity-level (high vs low) on the impulse-visit and impulse-buying urges of passers-by, and the mediating role of self-agency in these effects. Findings Highly...
