In-store interactive advertising screens: the effect of interactivity on impulse buying explained by self-agency

Purpose Physical stores are increasingly dependent on impulse visits and the purchases of passers-by. Interactive advertising screens in store windows could help retailers increase impulse-visit urges impulse-buying urges. However, effects interactive physical surroundings have not been studied before. Therefore, this study aimed to examine effect gain insight into underlying mechanism that explains possible effect. Design/methodology/approach An screen was placed a window. Using three field experiments, we interactivity-level (high vs low) passers-by, mediating role self-agency these effects. Findings Highly (compared less interactive) positively affect through self-agency. Retailers can therefore use number if feelings activated. Originality/value This is first extent which window enhance passers-by factor By conducting achieved high external validity managed share very reliable results owing replication findings.